Swedish brewery loses trademark battle23rd August, 2013 by Rupert Millar
A small Swedish brewery has lost a trademark tussle with the makers of Jägermeister.
According to The Local, officials from the PRV examined the complaint and upheld it, stripping the beer of its trademark as they thought that consumers might confuse the two brands.
“Jägaröl” means hunter’s beer in Swedish, “Jägermeister” hunting master in German.
The case has echoes of a similar incident in the UK earlier this month when Red Bull was involved in a trademark debate with Norfolk brewer Redwell over potential consumer confusion.
The beer’s creator, Magnus Jensen, complained to Sweden’s Metro newspaper: “It’s totally ridiculous that Jägermeister is trying to crush a little, little local brewery. I’m not a threat to them and it’s impossible to get us mixed up.”
Although Jägaröl was previously sold in 60 outlets of the country’s monopoly, Systembolaget, Jensen said he had no plans to try and renew the contract.
“I’ve offered my hunting team my last Jägaröl,” he said.
The news follows a UK bar being fined £16,000 after passing off an imitation product as Jägermeister.