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Diageo’s Bulleit Whiskey Loses Bid for Trademark Damages

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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.