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The Saudi Arabia-backed LIV Golf tour is facing a lawsuit from New York distillery Long Island Vodka, which claims the golf circuit has “swamped” its brand, causing consumer confusion and depressing sales.
The distillery alleges LIV Golf is infringing on its trademark by selling its own branded alcohol and apparel.
Long Island Vodka, established in 2007 in a horse barn on Long Island’s North Fork, produces liqueurs, whiskeys, cocktails, and its signature LíV vodka, crafted from local potatoes. The company also sells its own line of branded merchandise, including t-shirts and hats.
In a complaint filed on Monday, the Baiting Hollow-based distillery accused LIV Golf of “blatant trademark infringement”.
This allegedly stems from partnerships with companies such as Treasury Wine Estates and DAOU Vineyards, and the promotion of drinks like LIV Clubhouse Cooler, LIV Transfusion Cocktail, and LIV It Up Bloody Mary in advertisements and at tournaments.
LIV Golf was founded in 2021 (Copyright 2022 The Associated Press. All rights reserved.)
The complaint states: “Distributors, retailers, hospitality partners, and consumers have already experienced actual confusion about whether the LíV brand has affiliated with LIV Golf.”
It further argues: “Consumers’ mistaken belief that LIV is in league with a highly controversial and heavily commercialized venture backed by an immense foreign sovereign wealth fund is antithetical to the authentic, pioneering, craft spirit LíV brand that LIV has worked hard to build.”
LIV Golf did not immediately respond to requests for comment on Wednesday.
Long Island Vodka, also known as Long Island Spirits, lodged its lawsuit in the Central Islip, New York federal court.
It is seeking compensatory damages, punitive damages for willful infringement, and an injunction to prevent LIV Golf from using “LIV” in connection with alcohol and apparel sales.
LIV Golf, founded in 2021 with financing from Saudi Arabia’s sovereign wealth fund, is a rival to the established PGA Tour. Critics often view the tour as a means for the Saudi monarchy to divert attention from its human rights record.
The golf tour has previously encountered other legal challenges concerning trademark rights, including disputes with Adidas and the owner of the LIV nightclub in Miami Beach, Florida.
