Skip to content
Future of British Business

Diageo’s Bulleit Whiskey Loses Bid for Trademark Damages

Updated on

Diageo Plc, the maker of Guinness beer and Smirnoff vodka, lost its bid to collect damages on a claim that the package design for its Bulleit whiskey was infringed by another spirits maker.

Diageo claimed W.J. Deutsch & Sons Ltd., the company behind Redemption whiskey, violated its trademark rights in late 2016 when it switched its tall, cylindrical bottle design to a “wider, squatter, more masculine” bottle with a “rugged,” “vintage” label like the old-West look of Bulleit’s.