Many wineries understand the importance of protecting their brand names through trademark registration and enforcement in the market, but producers should not overlook protection that may be available under U.S. trademark law for distinctive elements of product packaging and design. Considering trade dress within your overall intellectual property enforcement strategy will allow you to protect the unique aspects of presentation that make your product stand out on crowded market shelves. Trade dress is a type of trademark encompassing elements of product packaging and design which, taken together or separately, indicate to consumers that a product or service originates from a particular source, and which distinguish goods of one producer from those of its competitors. It is the look and feel of a product or service in the marketplace, and may consist of elements like size, shape, color, imagery, and decorative aspects of packaging. Trade dress must either be inherently distinctive or ha