Long Island Spirits, d/b/a "LIV", the award-winning distillery on the North Fork of Long Island, filed a trademark infringement lawsuit to protect its long-cultivated LIV vodka and spirits brand against LIV Golf. The suit seeks compensatory and injunctive relief to halt LIV Golf and related parties from using the LIV mark in connection with the sale and marketing of alcohol and apparel.

For two decades, Long Island Spirits built the LIV brand's reputation based on world-class vodka and other bespoke spirits produced with local ingredients, including Long Island potatoes, corn, and rye. Since 2007, Long Island Spirits has owned federally registered trademarks for the "LIV" brand in connection with alcohol and spirits, and it also owns common law trademarks for the "LIV" brand in connection with apparel and live events. These LIV-branded products are Long Island Spirits' largest and most important brands.

The lawsuit alleges that LIV Golf has begun infringing on these marks, including by marketing and selling "LIV" branded cocktails with names like the "LIV Clubhouse Cooler" and the "LIV It Up Bloody Mary." The suit also alleges that LIV Golf has sold "LIV" branded apparel throughout the Tri-State area. LIV Golf's use of these marks has caused significant consumer confusion and swamped the LIV brand's reputation, resulting in an erosion of the brand's goodwill and authentic ties to the Long Island community. 

Long Island Spirits' founder, Rich Stabile, commented that "LIV Golf's aggressive use of our 'LIV' brand isn't just causing market confusion; it is a direct attempt to hijack the exact spirits and lifestyle categories we invested decades in building. This case is about protecting our consumers from confusion and making clear that our decades of investment in the LIV brand is not usurped by a large company who happens to like the brand."

Long Island Spirits' trial counsel, Chris Rice, of litigation boutique BraunHagey & Borden LLP, noted "LIV Golf's effort to swamp our client's brand is precisely what the trademark and unfair competition laws were designed to prevent. We hope LIV Golf recognizes the impact its conduct is having on Long Island Spirits' LIV brand and products and does the right thing by remedying that harm."

LIV Spirits wasn't immediately able to comment.