UK: Diageo sues Sainsbury's over Pimm's 'copycat'

By | 17 August 2009

Diageo has launched legal action against UK supermarket chain Sainsbury's, accusing the retailer of breaching copyright on the Pimm's brand. 

Diageo confirmed today (17 August) that it has filed for legal proceedings against Sainsbury's, the UK's third largest supermarket, "in relation to an intellectual property matter".

just-drinks understands that the case relates to Sainsbury's Pitchers brand, a gin-based drink devised to be mixed with fruit and lemonade.

Launched in April, Pitchers appears to be in direct competition with Diageo's Pimm's brand.

Sainsbury's described the brand as "cheaper than the branded equivalent" and as its "own version of the UK's favourite summer cocktail".

The retailer said in a statement today that it will "vigorously defend" itself against legal action. "Our customers are savvy enough to know exactly what they're buying, the clue is in the name, and we see no basis for such a claim," it said.

Diageo said it does not intend to sour wider relations with Sainsbury's over the dispute.

"Sainsbury's is a valued customer of Diageo and we hope will continue to be so for many years. It is Diageo's firm intent that our strong trading relationship should not be affected by this discrete dispute," the drinks giant said.

Sectors: Spirits

Companies: Diageo, Pimm’s

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UK: Diageo sues Sainsbury's over Pimm's 'copycat'

There is currently 1 comment on this article

Wink oh yeah?! This "discrete dispute" dispute between the world´s largest spirits and liqueurs company and the the 3rd largest UK supermarket chain may set a precedent that many brandowners have been waiting for, agains the many copy cat brands and products put on supermarket shelves by the likes of Carrefour, Makro, El Corte Ingles and many more...For once I can applaud Diageo for taking a step in the interest of all spirits industry brandowners!

 

Pedro Brazofuerte said at 8:52 pm, August 17, 2009

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