Portuguese liqueur producer defeats Louis Vuitton in trademark case
A Portuguese court has ruled in favour of Licores do Vale following a trademark dispute with Louis Vuitton that centred on the use of the initials “LV”.
According to reporting by Euronews, the disagreement had continued for more than a year after Louis Vuitton challenged the registration of the “LV – Licores do Vale” trademark, arguing the branding too closely resembled its own globally recognised logo.
The court ultimately rejected those arguments, allowing the small drinks producer from Monção in northern Portugal to retain its branding and proceed with wider commercial plans.
Following the decision, Licores do Vale thanked supporters in a social media statement and declared that the initials “belong to everyone”.
Luxury group argued logo was too similar
According to court documents cited by Portuguese newspaper Jornal de Notícias, Louis Vuitton claimed the arrangement of the two letters was “almost identical” to its own logo on a “verbal, phonetic and conceptual” level.
The French fashion house also argued that the Portuguese company was attempting to benefit unfairly from the reputation associated with the Louis Vuitton brand.
LVMH, parent company of Louis Vuitton, had not responded publicly to requests for comment at the time of reporting.
Business began as a small-scale venture
Licores do Vale was created by André Ferreira and Tânia Afonso, who sell liqueurs, jams, honey and biscuits at local agricultural fairs.
According to Euronews, the couple said they never imagined their small hobby business would become involved in a legal confrontation with one of the world’s largest luxury groups.
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The ruling now clears the path for broader commercial development and product expansion.
Drinks industry has seen previous LV disputes
The case is not the first time LVMH has pursued legal action connected to drinks branding involving the initials “LV”.
As previously reported by the drinks business in 2019, LVMH sued Hong Kong wine merchant Cuvee XLV French Wine over its “XLV” wine range.
That dispute involved wines created in partnership with Quentin Louis, son of fifth-generation Vuitton family member Xavier Louis Vuitton. LVMH argued at the time that the branding imitated the Louis Vuitton logo and could mislead consumers.
The Hong Kong distributor maintained the wines had no connection to Louis Vuitton or the wider LVMH group despite the family association.
Trademark disputes remain common in drinks sector
LVMH and its drinks division Moët Hennessy have also been involved in other intellectual property disputes involving beverage brands.
As previously reported by the drinks business in 2015, California winery Joseph Phelps Vineyards filed legal action against Moët Hennessy over the use of the name “Délice” for a sparkling wine product under the Chandon brand.
That case centred on allegations that the branding was “confusingly similar” to Joseph Phelps’ own Delice trademark.
David conquers Goliath
While trademark disputes involving major drinks and luxury groups are increasingly common, it is comparatively rare for a micro-scale producer to emerge successfully from such a challenge with its branding rights intact.
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