Swedish brewery loses trademark battle

A small Swedish brewery has lost a trademark tussle with the makers of Jägermeister.

The liqueur maker complained to Sweden’s trademark and patent office (Patent- och registreringsverket – PRV) that the name of the beer, Jägaröl After Hunt, was too close to its own.

According to The Local, officials from the PRV examined the complaint and upheld it, stripping the beer of its trademark as they thought that consumers might confuse the two brands.

“Jägaröl” means hunter’s beer in Swedish, “Jägermeister” hunting master in German.

The case has echoes of a similar incident in the UK earlier this month when Red Bull was involved in a trademark debate with Norfolk brewer Redwell over potential consumer confusion.

The beer’s creator, Magnus Jensen, complained to Sweden’s Metro newspaper: “It’s totally ridiculous that Jägermeister is trying to crush a little, little local brewery. I’m not a threat to them and it’s impossible to get us mixed up.”

Although Jägaröl was previously sold in 60 outlets of the country’s monopoly, Systembolaget, Jensen said he had no plans to try and renew the contract.

“I’ve offered my hunting team my last Jägaröl,” he said.

The news follows a UK bar being fined £16,000 after passing off an imitation product as Jägermeister.