Booze trademark dispute descends into spying and conspiracy theories

Illustration for article titled Booze trademark dispute descends into spying and conspiracy theories
Photo: MrToon 2017, Scott Olson (YouTube, Getty Images)

This story starts out as a ho-hum tale of liquor-industry legal wrangling—then shit gets weird.

Advertisement

Here’s the (pretty normal) backstory: Whiskey maker The Wild Geese sued Bacardi for trademark infringement in 2016, accusing the booze giant of infringing on The Wild Geese’s claim to the phrase “untamed” when it launched its “Bacardi Untameable” campaign. (This was reported by World Intellectual Property Review, always at the top of our reading lists.)

That’s pretty standard corporate legal fisticuffs. Then the situation devolves: In court filings, the parent company of The Wild Geese—Lodestar—claims Lodestar’s chairman and wife suspect Bacardi of following them. World Intellectual Property Review goes on to say: “The Wild Geese alleged that it took Bacardi months to respond [to claims] and when it did, Bacardi did not deny the accusation, but said that it was ‘not aware of any surveillance.’”

Advertisement

Bacardi is now pushing back harder against the spying accusations, stating The Wild Geese are resorting to “name-calling and conspiracy theories to improperly influence these proceedings, publicly harass and defame [Bacardi].”

Spying! Conspiracies! Intrigue! It’s like a Thomas Pynchon novel unfolding before us, except with mediocre rum in the mix. Stalking and invasion of privacy are no laughing matters, of course, even when the whole situation has an air of the absurd about it.

Our takeaway from this entire debacle is that the world of booze marketing is way more cutthroat than we ever imagined, and we’re glad to be just humble little food writers that no one is interested in spying on.

Kate Bernot is a freelance writer and a certified beer judge. She was previously managing editor at The Takeout.

Share This Story

Get our newsletter

DISCUSSION

crankygrump
crankygrump

Bacardi is swill. Please don’t buy it.

(I know this comment is hardly relevant to the post, but I make it a point to say this every time Bacardi is mentioned, because for some reason people think it is good rum).