Chivas Recognised By Chinese Trademarks

[John]

Chivas Brothers has claimed a victory in a battle to protect the reputation of its flagship brand Chivas Regal in China.

The name Chivas and its Chinese equivalent have been recognised by the Chinese trademarks office as a well known trademark in the country. Similar protection has been granted to the Chivas Regal brand name.

Christian Porta, chief executive of Paisley-based Chivas Brothers, said: "This formal recognition of Chivas as a well known trademark will strengthen protection of the Chivas brand in China.

"It prevents third parties from taking advantage of the reputation and goodwill which has been generated by the Chivas brand."?

He said this was an important result for the company because China was the largest market for Chivas Regal whisky and a significant investment was made to promote the brand throughout China every year.

The decision means that third parties may not use or register the name Chivas, or similar words for any goods where such use may cause confusion in China.

Chivas Regal is one of 15 strategically key brands for Pernod Ricard, the French parent of Chivas Brothers.

The whisky is distributed widely around the world.

In China, where drinkers take it mixed with green tea, it is the top selling premium Scotch brand.

The Scotch Whisky Association is campaigning for the Chinese government to ensure all products labelled as being Scotch whisky actually come from Scotland.

Ironically, Chivas found itself at the centre of a dispute over the authenticity of its exports to China just over two years ago. Pernod forced an apology from a Shanghai newspaper for tarnishing the name of its 12-year-old Chivas Regal premium blend.

It was alleged Chinese imports of Chivas 12-year-old were of a younger vintage, and the ensuing row ended up in the Chinese courts

John

Source: Press & Journal