The Absolute Ice Bar. File photo: Tom Godber/Flickr
Swedish Purity in Absolut Vodka brand battle
Published: 09 Jan 2014 13:17 GMT+01:00
Updated: 09 Jan 2014 13:17 GMT+01:00
Swedish upstart distillery Purity Vodka has taken beverage giant Absolut to court, in an attempt to straighten out a branding and marketing dispute.
Stockholm district court will look into a claim by small Swedish distillery Purity Vodka's complaint that Absolut used the word 'purity' in a marketing campaign that the former claims infringes on the Purity trademark.
The Dagens Industri business daily reported on Thursday that Absolut Vodka has used the term 'purity vodka' in a series of advertisements targeted at the US market.
"We thought they should remove the word 'purity', it is our trademark, but they refused," chairman and Purity Vodka co-founder Göran Bernhoff told the paper.
The complaint lead to Absolut Vodka countering the act by suing Purity Vodka both in Sweden and in the US.
"I'm surprised that they want to scare us, we are a small company," Bernhoff commented. "But we won't give up."
Absolut Vodka has a long past of fiercely guarding its trademark.
In 2010, the Swedish distillers sued British broadcasters at the Absolute Radio station. The dispute resulted in a confidential agreement between the two companies, allowing the radio station to keep its name.
READ ALSO: Sweden axes new word after Google intervenes
Last year, a hairdresser in Washington state in the US had to re-brand his salon after the vodka giant objected to his use of Absolute in the business name. His British colleagues appear to have stayed clear of disputes so far. A quick yellow pages search revealed on Thursday that there are still scores of Absolute Beauty salons, from Stirlingshire to Cornwall.
In Sweden, meanwhile, there are Absolute Car Towers and Absolute Catering, among seventeen other entries on phone and address directory website Hitta.se spanning cleaners to dentists.
Absolut is owned by French drinks group Pernod Ricard, which acquired the famed Swedish brand in 2008 when it purchased the Vin & Sprit (V&S) group from the Swedish state for 55 billion kronor ($8.88 billion).
Zlatan Ibrahimovic is Sweden's top scorer in history. PHOTO: TT/Maja Suslin
Zlatan Ibrahimovic is recovering well from the nagging heel problem that has stopped him playing for Sweden during its Euro 2016 qualifying campaign.
A shot from the video on YouTube.
Two sisters from Södertälje near Stockholm are celebrating getting more than 1.3 million hits on YouTube, with a video calling for peace in war-torn Syria.
A 2013 image of Svartholm Warg. Photo: TT
Swedish "hactivist" Gottfrid Svartholm Warg has been sentenced to three-and-a-half years in prison for hacking crimes.
Princess Madeleine at a previous Nobel banquet. Photo: TT
Sweden's Princess Madeleine is scheduled to appear at the Nobel Festival in Stockholm in December, after taking time out from her royal duties to focus on looking after her daughter.
Foreign Minister Margot Wallström (left), with Sweden's Prime Minister Stefan Löfven. Photo: TT
Sweden's Foreign Minister has told The Local she respects Israel's decision to recall its ambassador after Sweden officially recognized the State of Palestine, and laughed off comments about IKEA furniture made by her Israeli counterpart.
Doctors say we should make the most of the autumn sunshine. Photo: Shutterstock
Spending time outdoors this autumn will help you survive a cold, dark Swedish winter. Baba Pendse, Head of Psychiatry at Lund University shares his top tips for battling the seasonal blues with The Local.
Skiers hit the slopes in Åre, western Sweden. Photo: TT
Norwegian sports officials have said they want to co-host the winter Olympics with Sweden in 2026. But there has so far been no official response from Sweden.
A teenage boy who painted anti-Israel slogans and symbols on the Concert Hall in Gothenburg has been convicted for the damages he caused, but he walked free from racial agitation charges.
Swedish actresses Sandra Huldt and Julia Ragnarsson. Julia (right) has been nominated for a Rising Star award. Photo: TT
Like to be ahead of the game when it comes to the next big thing on the silver screen? We find out more about the Swedish nominees for the Rising Star award to be presented at Stockholm's International Film Festival next week.
Contraceptive pills have been linked to mood swings. Photo: Shutterstock
Three hundred women from across Sweden are taking part in a study designed to demonstrate that modern contraceptive pills don't lead to decreased libido or mood swings.