45It follows from those considerations that, on reading ‘ella valley’, taken as a whole, the relevant consumer will tend to understand it as referring to a place name indicating the origin of the wine. In that connection, it must also be held that, although wine consumers display an average level of attention, as stated in paragraphs 25 and 28 above, they are rarely indifferent to the origin of the wine when purchasing it. Consequently, consumers normally pay a certain amount of attention to the origin of the wine they purchase.