Drinks manufacturer Diageo has settled its ongoing dispute with Sainsburys over the similarity of the supermarket’s summertime drink Pitchers with its Pimms brand.
The two companies have confirmed that legal proceedings have come to an end and the dispute settled after Sainsbury’s agreed to make minor changes to the labels on its Pitchers bottles.
Sainsbury’s is to continue selling Pitchers but the spirit will now feature a Sainsbury’s logo and the colouring will be changed from gold and red to orange.
A joint statement released by the firms said: “Diageo and Sainsbury’s are pleased to confirm that the dispute regarding Diageo’s Pimm’s brand and Sainsbury’s Pitchers brand has been amicably settled and the legal proceedings withdrawn.”
“Sainsbury’s will continue to sell the Pitchers brand, but with a modified label that both parties are happy with.”
“The terms of the settlement are confidential. We are both very pleased with the outcome and look forward to continuing our strong trading relationship.”
Diageo issued legal action against Sainsbury’s in August following the launch of the supermarket’s own gin -based cocktail drink, which it alleged was a trademark infringement on its Pimm’s brand.
At the time, the supermarket chain described the new beverage, to which lemonade and fruit can be added, as its “own version of the UK’s favourite summer cocktail ” and cheaper than the branded equivalent.
The retailer said it would defend itself against the allegations made by Diageo, adding its customers were “savvy enough to know exactly what they’re buying, the clue is in the name”.
