An unusual Trademark dispute has hit the headlines as Champagne's trade body Comité Interprofessional du Vin de Champagne (CIVC) has brought legal action against Australian wine presenter and writer Rachel Jayne Powell aka 'Champagne Jayne'.

CIVC claims that Champagne Jayne has lessened the distinctiveness of Champagne and the goodwill in its name by discussing sparkling wines made outside of Champagne in her articles and presentations - often alongside Champagne.

But wine aficionados such as Guy Woodward, Harpers columnist and former editor of Decanter have attacked CIVC for its stance. Mr Woodward has accused CIVC of revealing a nasty and vindictive side.

In what appears to be a classic case of a David versus Goliath battle, it will be interesting to see who wins in the view of the consumer. The story has gone global and attracted the kind of negative headlines that most brands actively seek to avoid.

My hunch is that this case will settle, but by then who knows how much damage will have been done to CIVC's reputation?