Diageo protects its Bulleit whiskey brand

Drinks consortium Diageo has sued Deutsch Family Wine & Spirits, claiming that its Redemption brand of whiskey was deliberately re-designed to closely mimic the appearance of Diageo’s extremely popular Bulleit brand. Diageo claim that both the new bottle design and the brand positioning of the new Redemption whiskey was a deliberate and wilful attempt to infringe Diageo’s Rights and trade on Bulleit’s vast goodwill.

Diageo is seeking destruction of the infringing products, profits, damages, and legal fees. Earlier in the year Diageo had also claimed that competitor Sazerac had also infringed its Bulleit brand, eventually agreeing an out of court settlement.

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Richard Jones, Business Relationship Manager for ip21 Ltd.