Pernod Ricard’s Chivas Brothers Scotch whisky business has failed in its court bid to stop a Chinese businessman producing clothes carrying the Chivas Regal name and brand.
However the businessman, a Mr Wen, had already lodged a trademark with the Chinese authorities.
Chinese law has a bias towards who first registers a trademark rather than the originator which has led to a number of high profile cases of “trademark squatting”, reports the Scotland on Sunday.
The company intends to fight the ruling and pledged to continue to defend their brand. A spokeswoman said: “The name Chivas – both in English and Chinese characters – and Chivas Regal, in English, were recognised in 2009 by the Chinese Trade Marks Office as well-known trade marks in China.
“Third parties may not use or register Chivas, in English or Chinese, or Chivas Regal, in English, or any similar words for any goods – not only spirits – where such use may cause confusion in China. We will continue to protect our trademark in China and appeal decisions that challenge this.”