""LIV Golf has deployed billions of dollars in marketing efforts aimed at buying prominence, including by expanding into 'LIV' branded alcohol and apparel - that is, precisely the areas in which LIV owns long-standing marks and where it has built its reputation for authenticity.""
""This escalating campaign of infringement benefits LIV Golf while squandering LIV's goodwill and leading to substantial consumer confusion. That confusion is likely to increase in the near future, as LIV Golf's executives have recently touted their intentions to expand the sales of LIV-branded apparel and alcoholic beverages, including a vodka-based cocktail it calls the 'LiV Clubhouse Cooler.'""
Long Island Spirits filed a federal lawsuit against LIV Golf, claiming trademark infringement regarding the use of 'LIV' for branded apparel and alcoholic beverages. The distillery registered the LIV brand in 2007 and markets LiV brand vodkas. The lawsuit alleges consumer confusion due to LIV Golf's expansion into these markets. Long Island Spirits seeks to prevent LIV Golf from using 'LIV' in these contexts and is pursuing unspecified damages, citing willful competition and misuse of its trademarks.
Read at New York Post
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