Trademark infringement is not kühl

KÜHL sues Jägermeister for using its trademark in an alcoholic beverage campaign.
Author:
Publish date:

Jägermeister has caused a bit of confusion with a new campaign urging customers to "find a kühl spot" to drink. The word is German for "cool," as you might assume, but it's also trademarked by the Salt Lake City-based clothing company of the same name.

KÜHL has filed a lawsuit against Jägermeister in U.S. District Court in Utah, alleging trademark infringement and dilution. According to a press release from KÜHL, the company owns trademarks for the word in several classes, including clothing and spring water and beverages, which makes Jägermeister's use of it illegal.

Jägermeister's use of the word "kühl" is a trademark infringement, KÜHL says.

Jägermeister's use of the word "kühl" is a trademark infringement, KÜHL says.

“Using the trademarked name KÜHL to promote Jägermeister tarnishes our brand and is a clear infringement of our trademark rights. When I received a screenshot from a magazine publisher asking if KÜHL did a collaboration with Jägermeister, I knew this has created confusion and dilution in the marketplace," said the brand's founder and president, Kevin Boyle, in a press release issued Friday. "The KÜHL trademark is unique and distinctive in its appearance, and also, because it has more than one meaning. In German the word ‘kuhl’ is used in reference to temperature. It’s not used in reference to ‘smooth,’ ‘laid back,’ ‘hip’ or ‘in style.’"

KÜHL wrote in its press release that the brand will suffer loss of revenue and goodwill as a result of customer confusion.

Related

Bean-be-an-outsider

KÜHL slaps lawsuit on L.L.Bean

KÜHL filed a lawsuit against L.L.Bean this week, claiming that Bean’s new campaign which features the phrase “Be an Outsider” infringes on KÜHL’s June 2015 trademark of the term “The Outsider” which they they currently use on two SKUs: the mens’ Outsider pants and Outsider Cargo ...read more

Bonanza Flats

#GoodSNEWS: KÜHL works to save Utah alpine forest from becoming a golf course

A chunk of land in Utah's central Wasatch is in danger of becoming developed. Called Bonanza Flats, this 1,350-acre plot of high alpine forest near Park City is on the market. The site is home to aspen groves, three lakes, and pine forests.  Salt Lake City-based KÜHL has donated ...read more

Woolrich_Logo.jpg

Woolrich sues Eddie Bauer for alleged trademark infringement

Woolrich, along with John Rich & Sons Investment Holding Company, filed a trademark infringement lawsuit against Eddie Bauer in the U.S. District Court for the Middle District of Pennsylvania on Jan. 6. Woolrich is alleging that Eddie Bauer is infringing on its trademark "The ...read more

A concept image of the Volkswagen Atlas Basecamp

Even after Backcountry dust up, Volkswagen goes after "basecamp" trademark

Just as the Backcountry backlash has faded from the news cycle, another big company has filed a trademark for a word frequently used in the outdoorist lexicon: basecamp. Volkswagen unveiled its Atlas Basecamp concept—a rugged touring machine for all types of adventure—at the 2019 ...read more

Yvon Chouinard

Yvon Chouinard stars in Patagonia's first TV ad

In a first for the brand, Patagonia will air a commercial throughout the state of Montana this week, aimed at Interior Sec. Ryan Zinke.  Zinke has just a few days left before he must give President Donald Trump official recommendations on the monuments currently under review. ...read more

Companies battle over Black Diamond apparel trademark

For years the problem just hung there, like a snowloading cornice waiting to crack. For a decade, two separate companies employed the Black Diamond apparel trademark without challenging the other's right to use it. Black Diamond Equipment Ltd. of Salt Lake City and Black Diamond ...read more

Confluence kayaks

These outdoor industry brands have stepped up to help with Harvey relief

The flooding from Hurricane Harvey is like nothing Texas has ever seen. The full scale of the destruction is likely not yet known. We're in the perfect position to help, and many outdoor industry brands have stepped up to the plate to send boats, supplies, and cash.  Here are a ...read more

Grassroots Outdoor Alliance Awards

Retailer of the Year, Vendor of the Year, and more

Hundreds of representatives from outdoor brands and retailers gathered last night for the Grassroots Outdoor Alliance annual awards, which pay tribute to the vendors and retailers that are leading the outdoor industry in excellence. The presentation happened in Knoxville, ...read more

Jenny Verrochi gives Alyssa Evans a piggy back ride as she opens a can of Wild Barn Coffee in the snow

'Just the beginning': Companies partner with Backcountry following trademark dilemma

Not only is Backcountry apologizing to smaller brands impacted by its trademark litigation, the online retailer has formed partnerships with at least three so far as part of making reparations with consumers and the outdoor community. On Monday night, Wild Barn Coffee—formerly ...read more