In this episode, we will discuss geographic terms as they relate to trademarks. Geographic terms, in the trademark context, have traditionally been of great importance for many business owners. This is especially true for business owners selling food products, non-alcoholic beverages, and alcoholic beverages, such as beers, wines, and spirits. Disclosure of the geographic origin of some goods and beverages can often indicate to the prospective consumer significant information about the nature and quality of a product. However, geographic marks are generally not registrable because they are regarded by the law as not being inherently distinctive.