‘Designating’ the future of geographical indications

In the context of the recent comprehensive reform of geographical indications (GIs), the trend of the EU sui generis regime to focus more and more on the form of Protected Geographical Indication (PGI)—with respect to Protected Designation of Origin (PDO)—seems significantly confirmed. Therefore, it can easily be prophesied that the PGI model will assume an even more preponderant role in the EU system and, looking further ahead, it does not seem absurd to imagine a scenario where PGIs become so prevalent up to the point of absorbing PDOs themselves. That said, a systematic look at the current reform shows a new perspective: to take advantage of the said prospective prevalence of PGIs, in order to rethink the EU system in a unified manner and, at the same time, refashion it by internalizing in PGIs what makes PDOs appreciable. In other words, if PGIs are destined to take over, perhaps PDOs might be sacrificed in a useful way, so that their merits can be preserved for the benefit of a comprehensive but improved ‘unified’ GI.