LVMH is suing a wine merchant over 10-year-old trademark dispute

French luxury group LVMH is suing a wine merchant in Hong Kong over an alleged trademark infringement.

The plaintiffs are suing over a wine range named “XLV”, established in collaboration between Cuvee XLV French Wine and Quentin-Louis, the son of fifth generation family member Xavier-Louis Vuitton.

During a January 16 hearing in the High Court, LVMH claimed that the wine’s label design deliberately mimics the Louis Vuitton logo to mislead consumers. Cuvee XLV’s owner Wong Sau Ying has previously stated that the range has no relationship with the LV business, although the family connection is a factor in the wine sales.

“The family is involved and that is important. In China trust is important – there are many imitations, but this brand can be trusted,” said Wong in a 2012 interview.

Wong is pleading that the font size used on the XLV label differs from that of LV products.

The case has been pending since 2008 when the label became apparent to the LVMH group.

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