The Saudi-backed golf tour LIV Golf is facing a new trademark lawsuit in the U.S., this time from Long Island Spirits. The New York-based distillery claims that LIV Golf’s use of “LIV” on alcohol products, cocktails, and branded merchandise is causing consumer confusion and diluting its established brand. According to the complaint, customers, retailers, and distributors have already mistaken the two brands as being affiliated, raising serious concerns under U.S. trademark law.
The distillery, known for its craft LíV vodka and locally produced spirits, alleges that LIV Golf’s partnerships and marketing, featuring drinks like branded cocktails at tournaments, have “swamped” its identity and negatively impacted sales. The lawsuit seeks damages and a court order to stop LIV Golf from using the “LIV” name in connection with alcohol and apparel, highlighting the importance of brand protection in competitive markets.
This case is a strong reminder for businesses and entrepreneurs across the U.S.: trademark protection isn’t just about registration, it’s about defending your brand from confusion and infringement. As high-profile disputes like this continue to rise, securing and enforcing your intellectual property rights is more critical than ever.
