Brands and booze: a vintage year?

Abstract

The Christmas period provides the perfect occasion to open that much-anticipated bottle of port. It also offers an opportunity to taste a sample of cases with an alcoholic twist from the last year or so. This article examines a range of recent cases in the alcoholic drinks industry and assesses their impact on UK and European trade mark law. It sheds light on various issues around infringement and registrability of trade marks and considers the lessons that brand owners can learn from them. Trade mark law is fundamental to the marketing and protection of alcoholic drinks brands. Brand owners and other players in this sector—and also in other brand-intensive industries—need to be aware of the extent of, and the limitations on, their ability to promote and protect their brands.