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Jaegermeister Tells Court It Doesn’t Infringe Kuhl Trademarks

Jan. 23, 2020, 7:40 PM

The maker of Jaegermeister sued the maker of Kühl outdoor clothing in Manhattan federal court, seeking a judgment that it made fair use of the German word “kühl” in advertising and isn’t liable for trademark infringement.

Mast-Jaegermeister US Inc. used the German word for “cool” to describe drink temperature and not as a trademark, it says, calling its ads a “textbook example of descriptive fair use.”

Alfwear Inc. owns federal trademark registrations for “Kühl” covering clothing, backpacks, water bottles, and coffee, among other things. Alfwear sued Mast in Utah federal court in 2017 for trademark infringement based on its use...

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