Jägermeister Win Upheld in Alfwear’s ‘Kühl’ Trademark Lawsuit

Mast-Jägermeister US Inc. won’t face reinstated claims that its use of “KÜHL” in its liquor ads infringed outdoor clothing maker Alfwear Inc.'s trademark covering the same word.

The claims of trademark infringement and unfair competition under the Lanham Act fail because there is no likelihood of confusion between the companies’ use of the term, the US Court of Appeals for the Tenth Circuit said Thursday, affirming a summary judgment ruling by the US District Court for the District of Utah.

The first and most important factor in determining likelihood of confusion—the similarity of the marks—weighs against Alfwear because the “visual ...