Jack Daniels Used Google To Infringe Fireball Mark, Rival Says

Law360, New York (November 24, 2015, 1:11 PM EST) -- Sazerac Brands has hit rival Jack Daniel’s with a trademark infringement suit, saying the distiller used a Google search advertising feature to confuse customers and divert sales of Sazerac’s Fireball cinnamon-flavored whisky to its own spiced liquor.

Sazerac Brands LLC and its parent company began producing whisky under the Fireball mark in 1988 and secured its first federal registration for the brand in 2004. On Friday, the company asked the District Court for the Western District of Kentucky, Louisville Division, to halt use of the word Fireball under the Lanham Act in marketing for Jack Daniel’s cinnamon-flavored “Tennessee Fire."

Jack Daniel’s,...

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