Long Island Spirits sues LIV Golf over ‘LIV’ trademark on alcohol, merch

Long Island Spirits, the maker of LíV Vodka, has filed a federal lawsuit against LIV Golf, alleging the Saudi Arabia-backed league’s use of the “LIV” name on alcoholic beverages and apparel infringes on its long-held trademark.

The Baiting Hollow-based distillery, which has used “LíV” since 2007, claims the golf league’s expansion into alcohol and merchandise has created confusion among customers, distributors and retailers — and is hurting sales.

“The LIV brand is beloved by consumers but is now threatened by Defendant LIV Golf’s infringement,” the lawsuit states. “LIV brings this action to protect its brand, preserve its reputation, and recover for the damages it suffers each day.”

According to the complaint, LIV Golf has introduced products including the “LIV Clubhouse Cooler” and a vodka-based cocktail called “Have a Beautiful Day,” along with branded apparel — categories the distillery says directly overlap with its business.

Founded in a horse barn on the North Fork, Long Island Spirits produces liqueurs, whiskeys and ready-to-drink cocktails in addition to its flagship LíV vodka, made from local potatoes. The company also sells its own branded merchandise, including t-shirts and hats.

The lawsuit argues the alleged infringement goes beyond marketplace confusion.

“Consumers’ mistaken belief that LIV is in league with a highly controversial and heavily commercialized venture backed by an immense foreign sovereign wealth fund is antithetical to the authentic, pioneering, craft spirit LíV brand,” the filing states.

Long Island Spirits is seeking a court order blocking LIV Golf from using “LIV” in connection with alcohol or apparel, along with punitive damages for what it describes as “willful and intentional” trademark misuse.

LIV Golf has not publicly responded to the lawsuit.

Top: Long Island Spirits on Facebook