Sazerac vs. Sazerac: Buffalo Trace, Fireball Owner Secures Court Win Against Home Decor Brand

(Photo: Sazerac)

On Tuesday, the Federal Circuit upheld a trademark refusal against Sazerac Stitches, a home decor and light fixture brand, for fear of potential confusion with Sazerac, the New Orleans-based spirits giant behind Fireball Cinnamon Whisky.

The case was brought to judges’ attention following a decision by the Trademark Trial and Appeal Board, which found that Sazerac Stitches, owned by Laurel Designs LLC, was confusingly similar “in sight and sound” to the famed liquor conglomerate.

The Sazerac Stitches website advertises a variety of colorful light fixtures ranging from $110 to upwards of $1,000, in addition to hardware, candleholders and bottle stoppers. The company was founded in 2012 by a husband-and-wife team who manufacture their products in New Orleans.

Issues arose when the couple attempted to register their brand for retail and online store services. During the course of its investigation, the TTAB discovered at least ten virtual retailers that sold overlapping products — beverage glassware, cocktail accessories, coasters — produced by the Sazerac Company.

Laurel Designs appealed the case to federal judges, arguing that the TTAB had failed to properly weigh evidence. The home decor maker reminded the court that its products are not branded with the word “Sazerac,” unlike the cited spirits bottles, glassware and cocktail accessories. Laurel Designs also argued that it attracted a different “class of customers.” Per the filing:

“[T]he ‘SAZERAC STITCHES’ consumer is making a much more calculated decision on committing to a much more substantial, permanent item (a piece of furniture, a light fixture, fabric) than the ‘SAZERAC’ consumer who is buying a coaster or a glass.”

The federal panel remained unswayed.

“Considering the website evidence identified by the board, we determine that a reasonable mind could accept that evidence as adequate to find that the consuming public is likely to be confused as to the origin of the goods and services, due to the marks’ similarities of goods/services and similarities of trade channels,” the Federal Circuit wrote.

The Sazerac Company was founded in 1869, and currently owns a wide variety of brands, including Buffalo Trace, Pappy Van Winkle, Blanton’s and Southern Comfort.