{"id":25750,"date":"2023-03-15T17:00:06","date_gmt":"2023-03-15T15:00:06","guid":{"rendered":"https:\/\/kpw-relaunch.wp1.visual4.com\/jaegermeister-defeats-selva-negra-in-trademark-dispute\/"},"modified":"2026-02-25T23:51:14","modified_gmt":"2026-02-25T21:51:14","slug":"jaegermeister-defeats-selva-negra-in-trademark-dispute","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/jaegermeister-defeats-selva-negra-in-trademark-dispute\/","title":{"rendered":"J\u00e4germeister defeats Selva Negra in trademark dispute"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull v4-pattern-hero v4-pattern-hero--post is-style-arrow has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-cover alignfull is-light v4-pattern-hero__cover\" style=\"padding-top:var(--wp--preset--spacing--80);padding-bottom:var(--wp--preset--spacing--80);min-height:75vh;aspect-ratio:unset;\"><span aria-hidden=\"true\" class=\"wp-block-cover__background has-base-background-color has-background-dim-0 has-background-dim\"><\/span><img data-dominant-color=\"b9bba7\" data-has-transparency=\"false\" style=\"--dominant-color: #b9bba7;\" loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1440\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-23449 not-transparent\" alt=\"Selva Negra\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Selva-Negra.jpg\" data-object-fit=\"cover\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Selva-Negra.jpg 2560w, https:\/\/kpw.law\/wp-content\/uploads\/Selva-Negra-300x169.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/Selva-Negra-1024x576.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Selva-Negra-768x432.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/Selva-Negra-1536x864.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Selva-Negra-2048x1152.jpg 2048w\" \/><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:5em\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-1d4b5d69 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--80);padding-top:var(--wp--preset--spacing--60)\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-19e250f3 wp-block-group-is-layout-constrained\">\r\n<h1 id=\"multirow-headline-block_603e6121cd9ed3a962284407a9e5fe4a\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-gigantic-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">J\u00e4germeister  <\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:15%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">is defeated by<\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-57bd97dd6c35039cf0d807fcffe4b015\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\"><span class=\"v4-marker-highlight-background\">SELVA NEGRA<\/span>.<\/p>\n\n<\/div> \r\n<\/h1>\n\n\n<div class=\"wp-block-group has-small-font-size is-nowrap is-layout-flex wp-container-core-group-is-layout-76c96157 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--20);margin-bottom:0;padding-top:0;padding-bottom:0;font-style:italic;font-weight:300;text-transform:uppercase\"><div style=\"font-style:italic;font-weight:300;text-transform:uppercase;\" class=\"wp-block-post-date has-small-font-size\"><time datetime=\"2023-03-15T17:00:06+02:00\">15. March 2023<\/time><\/div>\n\n\n<p>from<\/p>\n\n\n<div style=\"font-style:italic;font-weight:600;\" class=\"wp-block-post-author-name\">Clemens Pfitzer<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-c93ec0be wp-block-group-is-layout-constrained\">\n<p><strong>In a David vs. Goliath case, the herbal liqueur giant Mast J\u00e4germeister is defeated by the newcomer Selva Negra, which we represent, in a dispute over its logo.  <\/strong>The Hamburg Regional Court ruled that Selva Negra does not infringe the trademark rights to J\u00e4germeister&#8217;s deer head.  <\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\">SELVA NEGRA vs. J\u00e4germeister<\/h2>\n\n<p><a href=\"https:\/\/selvanegraspirits.com\/\">Selva Negra<\/a> is still a young company that offers the first agave spirit produced in Germany. The concept behind Selva Negra is to offer a premium product with references to the Black Forest and Mexico in its design. The visual reference to Mexico is an allusion to the home of <a href=\"https:\/\/de.wikipedia.org\/wiki\/Tequila\">tequila<\/a> and <a href=\"https:\/\/de.wikipedia.org\/wiki\/Mezcal\">mezcal<\/a>, the best-known agave spirits, the best-known agave spirits.  <\/p>\n\n<h2 class=\"wp-block-heading\">SELVA NEGRA vs. J\u00e4germeister<\/h2>\n\n<div class=\"wp-block-media-text is-stacked-on-mobile is-vertically-aligned-top is-image-fill-element\" style=\"grid-template-columns:27% auto\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"269\" height=\"378\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/2023\/03\/Selva-Negra-1.jpg\" alt=\"Selva Negra label, trademark, trademark dispute, Black Forest, agave spirit\" class=\"wp-image-19875 size-full\" style=\"object-position:46% 69%\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/2023\/03\/Selva-Negra-1.jpg 269w, https:\/\/kpw.law\/wp-content\/uploads\/2023\/03\/Selva-Negra-1-213x300.jpg 213w\" sizes=\"auto, (max-width: 269px) 100vw, 269px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p style=\"margin-top:0;margin-bottom:0\">In addition to the large lettering &#8220;SELVA NEGRA&#8221; and other elements, the bottle features a frontal depiction of a hybrid creature with elements of a bull and a stag. The creature&#8217;s appearance is reminiscent of costumes and paintings for the &#8220;dia de los muertos&#8221;, the Mexican Day of the Dead, which has also become famous in this country thanks to films such as James Bond and Coco. In addition, the creature is wearing a Bollenhut from the Black Forest on its head, which is also reminiscent of the headdress worn by Mexican artist Frida Kahlo. Other pictorial elements are also reminiscent of the Black Forest and Mexico.   <\/p>\n<\/div><\/div>\n\n<div class=\"wp-block-media-text has-media-on-the-right is-stacked-on-mobile is-vertically-aligned-top is-image-fill-element\" style=\"grid-template-columns:auto 27%\"><div class=\"wp-block-media-text__content\">\n<p style=\"margin-top:0;margin-bottom:0\">The frontal depiction of the animal now brought the competition onto the scene. Mast J\u00e4germeister, manufacturer of the well-known herbal liqueur J\u00e4germeister, saw the animal as an infringement of its trademark rights. For its part, J\u00e4germeister has been using a frontal image of a stag with the J\u00e4germeister logo underneath for many years. The stag has also been protected by J\u00e4germeister as an isolated trademark in numerous variations.   <\/p>\n<\/div><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"521\" height=\"555\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/2023\/03\/Jaegermeister-1.jpg\" alt=\"J\u00e4germeister, trademark, logo, trademark law\" class=\"wp-image-19873 size-full\" style=\"object-position:50% 50%\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/2023\/03\/Jaegermeister-1.jpg 521w, https:\/\/kpw.law\/wp-content\/uploads\/2023\/03\/Jaegermeister-1-282x300.jpg 282w\" sizes=\"auto, (max-width: 521px) 100vw, 521px\" \/><\/figure><\/div>\n\n<p>J\u00e4germeister now took action against the Selva Negra trademark because, in J\u00e4germeister&#8217;s opinion, the depiction of the frontal animal head on the Selva Negra label infringed J\u00e4germeister&#8217;s trademark rights to the stag&#8217;s head. The animal on the Selva Negra label is too similar to the J\u00e4germeister stag and is associated with the stag and J\u00e4germeister by the target public. In the specific case, J\u00e4germeister based its claims on a German trademark with a black and white version of the round stag emblem.  <\/p>\n\n<h2 class=\"wp-block-heading\">J\u00e4germeister asserts protection of well-known trademark<\/h2>\n\n<p>J\u00e4germeister based its claims on the reputation of its trademark, among other things. The reputation was based, among other things, on the long period of use and a traffic report for an earlier version of the stag logo. Selva Negra&#8217;s sign took advantage of the distinctive character and reputation of J\u00e4germeister&#8217;s stag&#8217;s head mark. There was also a likelihood of confusion. In addition, competition law claims were asserted for unfair imitation of J\u00e4germeister&#8217;s bottle label.    <\/p>\n\n<p>In our opinion, however, the Selva Negra sign does not infringe the J\u00e4germeister sign, as the overall impression of the sign is so clearly different from the J\u00e4germeister sign that the relevant public will not associate the signs with each other. When looking at the Selva Negra bottle, no consumer would think that there is a connection with J\u00e4germeister. The differences become even clearer if one compares the labels of the parties with each other, so that competition law claims are also ruled out.  <\/p>\n\n<p>In our opinion, there are also doubts as to whether J\u00e4germeister&#8217;s use of the stag&#8217;s head mark preserves its rights, as J\u00e4germeister only uses the stag&#8217;s head on its products in combination with the banner bearing the J\u00e4germeister logo, but never on its own.<\/p>\n\n<h2 class=\"wp-block-heading\">Hamburg Regional Court rules in favor of Selva Negra<\/h2>\n\n<p>The Hamburg Regional Court dismissed J\u00e4germeister&#8217;s action with  <a href=\"https:\/\/kpw.law\/wp-content\/uploads\/2023\/03\/LG-Hamburg-315-O-274-21.pdf\">Urteil vom 03.03.2023 &#8211; Az. 315 O 274\/21 <\/a>  has now been rejected. Although the Hamburg judges based their decision on the reputation of the J\u00e4germeister sign in Germany, they correctly judged the signs to be dissimilar. <\/p>\n\n<p>When comparing signs, the signs must be considered as a whole and compared with each other in terms of their overall impression. Due to the extended scope of protection of a trademark with a reputation, it is generally sufficient that the opposing signs are associated with each other. This requires that the contested sign is attributed to the owner of the earlier trademark due to a partial similarity in an essential core or a similarity in its meaning. On the other hand, it is not sufficient that a sign is merely capable of attracting attention by mere association with another commercial designation.   <\/p>\n\n<p>The LG Hamburg then comes to the conclusion that the public does not associate the Selva Negra trademark with the J\u00e4germeister trademark to a relevant extent, as the signs are dissimilar.  <\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-yellow-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60)\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\" style=\"padding-right:var(--wp--preset--spacing--70);padding-left:var(--wp--preset--spacing--70)\">\n<p>The opposing trademarks are dissimilar in their overall relevant impression.<\/p>\n<\/blockquote>\n<\/div>\n\n<p>Thus, there was neither an even partial similarity in an essentially identical core nor a similarity in meaning. There was therefore no likelihood of confusion. The Hamburg judges also logically denied the competition law claims due to a lack of imitation.  <\/p>\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n<p>Even if one can have sympathy for J\u00e4germeister defending its own protected area for its own brand of stag&#8217;s head, J\u00e4germeister&#8217;s actions in this case are excessive.  <\/p>\n\n<div class=\"wp-block-columns v4-pattern-text-copy-half-col is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>The signs are clearly recognizable in each component and their overall impression is so different that one cannot speak of an impairment of the stag&#8217;s head sign of J\u00e4germeister.<\/p>\n\n\n\n<p>We are pleased that the Hamburg District Court has made a clear and unambiguous statement here and that we were able to successfully defend our client. Whether and how the legal dispute will continue remains to be seen. J\u00e4germeister has announced its intention to appeal.  <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--80);margin-bottom:var(--wp--preset--spacing--80)\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide v4-pattern-cta-box has-secondary-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-a7c0d175 wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-right:0;padding-bottom:0\">\n<div class=\"wp-block-columns alignwide are-vertically-aligned-top v4-pattern-cta-box__columns is-layout-flex wp-container-core-columns-is-layout-ec2e7a44 wp-block-columns-is-layout-flex\" style=\"padding-top:0;padding-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column is-layout-flow wp-container-core-column-is-layout-bce6ca70 wp-block-column-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:0;flex-basis:60%\">\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-right is-layout-constrained wp-container-core-group-is-layout-5c12a1d1 wp-block-group-is-layout-constrained\">\r\n<div id=\"multirow-headline-block_d55c355741a551c554182791d6b8b81f\" class=\"wp-block-visual4-multirow-headline alignwide\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-text-align-left has-x-large-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">Trouble because of trademarks?  <\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">We are happy to<\/p>\n\n\n\n<p class=\"has-text-align-left has-x-large-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:8%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">You are welcome!<\/p>\n\n<\/div> \r\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-5c3c14bb wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30)\">\r\n\r\n<div class=\"wp-block-visual4-contact-modal__button\">\r\n            \r\n        <div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\r\n            \r\n\r\n<div class=\"wp-block-button v4-contact-modal-button is-style-fill\" style=\"font-style:normal;font-weight:600\" data-form-id=\"8\"><a class=\"wp-block-button__link has-contrast-color has-base-background-color has-text-color has-background has-link-color wp-element-button\">Contact us now!<\/a><\/div>\r\n\r\n        <\/div>\r\n        \r\n    <\/div>\n\n\n<div class=\"wp-block-buttons is-style-mobile-only is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-fc4fd283 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-arrow is-style-fill\" style=\"font-style:normal;font-weight:600\"><a class=\"wp-block-button__link has-base-background-color has-background wp-element-button\" href=\"tel:4971141019030\" style=\"padding-right:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--50)\">Call now!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column v4-pattern-cta-box__columns-column--image is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full v4-pattern-cta-box__columns-column__image\"><img decoding=\"async\" src=\"https:\/\/kpw.law\/wp-content\/themes\/kpw-law\/assets\/samples\/person-cropped.png\" alt=\"\" class=\"wp-image-23155\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\">Update  <\/h2>\n\n<p>The judgment has since been <a href=\"https:\/\/kpw.law\/en\/jaegermeister-finally-defeats-selva-negra\/\">confirmed<\/a> by the Higher Regional Court of Hamburg.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Herbal liqueur giant Mast J\u00e4germeister loses to Selva Negra, which was represented by KPW, in a trademark dispute before the Hamburg Regional Court.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4904],"tags":[5049,5387,5384,5382,5386,5385,5381,5380,5388,5046,5323,5383],"thema":[4895,4897],"rechtsgebiet":[4987,4898],"produkt":[5001,5000,4981,4900,4901,4982,5002,4903],"class_list":["post-25750","post","type-post","status-publish","format-standard","hentry","category-general","tag-agave-spirit","tag-black-forest-en","tag-deer-head","tag-famous-trademark","tag-herbal-liqueur-en","tag-jaegermeister-en-2","tag-reputation-exploitation-en","tag-risk-of-confusion-en","tag-selva-negra-en-2","tag-spirit-en","tag-trademark-infringement-en","tag-well-known-trademark","thema-marke-en","thema-markenformen-en","rechtsgebiet-competition-law","rechtsgebiet-markenrecht-en","produkt-advice-on-trademark-law","produkt-defense-against-trademark-warning","produkt-defense-against-warning-letter-under-competition-law","produkt-markenanmeldung-en","produkt-markenrecherche-en","produkt-prosecution-of-infringement-of-competition-law","produkt-prosecution-of-trademark-infringements","produkt-widerspruch-marke-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>J\u00e4germeister defeats Selva Negra in trademark dispute - Trademark law<\/title>\n<meta name=\"description\" content=\"Herbal liqueur giant Mast J\u00e4germeister loses to Selva Negra, which was represented by KPW, in a trademark dispute before the Hamburg Regional Court.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/kpw.law\/en\/jaegermeister-defeats-selva-negra-in-trademark-dispute\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"J\u00e4germeister defeats Selva Negra in trademark dispute\" \/>\n<meta property=\"og:description\" content=\"Herbal liqueur giant Mast J\u00e4germeister loses to Selva Negra, which 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