The Supreme Court of India is once again dealing with a trademark showdown—this time between two popular whisky brands locked in long-running trademark battle, Original Choice vs Officer’s Choice trademark case. each claiming the other’s branding is too similar and unfairly piggybacks on the goodwill they’ve built over the years. It’s a classic example of how fiercely brands protect their identity and reputation in the market. Curious to know what the Supreme Court decided and why? Keep reading to dive into the details—and stay updated on the latest IP news from India and around the world.
How Did the Original Choice vs Officer’s Choice Trademark Case Reach the Supreme Court?
To really understand this case, we need to rewind and see how it all began. The fight between Original Choice and Officer’s Choice is anything but new—it goes back nearly three decades. Officer’s Choice, owned by Allied Blenders & Distillers, has been around since 1988, while John Distilleries launched Original Choice in the mid-1990s. Things got tense when Allied Blenders noticed a brand on the shelves with the words “Original” and “Choice” and felt it looked and sounded a bit too close for comfort. They argued that the name and packaging were deceptively similar to Officer’s Choice and could easily confuse customers, and also a violation of their trademark rights, which they have possessed since 2007. And this is the start of their long-running dispute.
- The matter first landed before the Intellectual Property Appellate Board (IPAB), which in 2013 dismissed both sides’ claims, saying the two marks weren’t confusingly alike.
- But the story didn’t end there. The Madras High Court took another look years later and, in 2025, ruled that Original Choice was deceptively similar—bringing the dispute back to life.
- After years of back-and-forth and nonstop challenges from both companies, the case finally reached the Supreme Court, turning it into one of the most talked-about liquor trademark battles in India.
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How Did the Supreme Court Respond to the Original Choice vs Officer’s Choice Trademark Case?
The twist came in this case when it finally landed in the Supreme Court. The judges quickly realized this wasn’t just another typical trademark fight—it was a decades-old showdown between two heavyweight whisky brands with massive market reach. Instead of jumping into a long courtroom battle, the Supreme Court decided to take a smarter, more practical route. The bench, headed by Justices Surya Kant and Joymalya Bagchi, encouraged both companies to settle the matter outside court. They even brought in former Supreme Court judge Justice L. Nageswara Rao as a mediator and asked him to take up the discussions on priority. The idea was simple:
- Mediation could save time, reduce unnecessary friction, and maybe lead to a solution that benefits both sides more than a strict legal order ever could.
- Interestingly, the Court also pointed out a separate issue during the hearing—liquor being sold in tetra-packs that look like juice boxes—which they felt posed serious public safety risks.
- Overall, the Supreme Court’s move reflects the complexity of the case, the massive commercial stakes involved, and the belief that a negotiated settlement is far better than yet another round of drawn-out patent litigation.
Conclusion
The Original Choice vs Officer’s Choice trademark case shows just how seriously brands take their identity and reputation. With the Supreme Court stepping in and pushing for mediation, there’s finally hope for a practical solution that works for both sides. Whether the companies reach a middle ground or the case returns to court, this dispute is a strong reminder of how important trademark protection is in the competitive world of business. For now, all eyes are on the mediation process—and what it could mean for the future of these two iconic whisky brands.
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