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GLOBAL: Avalon Group launches campaign against Bacardi over 'Untamed' trademark

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Avalon Group, the makers of Wild Geese Irish whiskey, has launched an online campaign over claims that Bacardi's latest global advertising campaign is too similar to the marketing for its own brands.

Bacardi launched its campaign 'Bacardi Untameable' for its namesake rum brand in November last year. However, British Virgin Islands-based Avalon, claims that it has had the trademark 'Untamed' registered around the world since 2011.

Avalon says it has used the term “Untamed” to market its full portfolio – including Untamed Revolutionary Rum, Untamed Vodka and The Exiles Gin – since 2009.

Avalon has launched a website - Bacardi-Controversial - flagging up its concerns, including a Facebook page and Twitter hashtag. The company has also taken the issue up with the US Patent and Trademark Office. 

Speaking to just-drinks today (14 April), Andre Levy, chairman of Protege International, which handles the marketing of Avalon's brands, said: “They (Bacardi) knew about us and set out to emulate what we've done. 

“We decided to take a diffferent approach to show this is what Bacardi are doing.” 

Levy said his company has challenged Bacardi's trademark applications “where we've found them". He added: "We will ultimately end up in litigation.”

When contacted by just-drinks today, a Bacardi spokesperson declined to comment. 


Sectors: Spirits

Companies: Bacardi Ltd

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