Jägermeister wins trademark dispute against Polini Group’s Alten Kräuterfrau brand 

GERMANY – Mast-Jägermeister has won a trademark dispute against Italian distiller Polini Group over its rival herbal liqueur brand Alten Kräuterfrau.  

The ruling was delivered this week by the EU Intellectual Property Office (EUIPO) following an appeal lodged by the German company. 

The conflict arose after Jägermeister filed an opposition to Polini Group’s trademark application, arguing that Alten Kräuterfrau’s design and logo bore resemblances to its own established branding.  

Initially, EUIPO rejected the complaint in 2022, stating the marks were “visually and aurally dissimilar and conceptually similar to a low degree.” However, the latest decision overturned that ruling. 

In its findings, EUIPO acknowledged Jägermeister’s “high degree of reputation on the market in Germany for herbal spirits” since its establishment in 1934. The iconic brand is widely recognized for its stag logo, depicting the legend of St Hubertus with a radiant cross between the antlers. 

While the appeal decision noted only “a remote conceptual similarity” between the logos, it pointed to certain resemblances in gothic font, colors, and overall arrangement.  

EUIPO concluded that such similarities, combined with Jägermeister’s longstanding reputation, could create an association between the two brands when displayed side by side in retail environments. 

The ruling emphasized that since both products are identical, there was a risk of Jägermeister’s brand image and goodwill being transferred to Alten Kräuterfrau. 

Commenting on the decision, Nils Langemann, director of intellectual property, risk, and insurance at Mast-Jägermeister SE, welcomed the outcome.  

“As a brand and family business with a 90-year heritage and a distinctive iconography that dates back to our origins, we are happy to see the ruling made by the EU Intellectual Property Office in favour of our legal position,” he said. 

Langemann added that safeguarding intellectual property was crucial for consumer clarity, ensuring customers can distinguish between brands without confusion. 

Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates