A high-profile branding conflict has reached the Delhi High Court, where the legendary Old Monk Coffee Rum, produced by Mohan Meakin Ltd., has taken legal action against the recently launched Old Mist Coffee Rum in Goa. The petition claims that Old Mist’s labeling, design, and product identity closely resemble that of Old Monk. The company argues that this resemblance is a deliberate attempt to exploit Old Monk’s established reputation and customer loyalty, causing potential confusion among buyers and unjustly benefiting from the legacy of the original brand. But we have lots of things to discover in this case.
From Goa to the Courtroom: The Beginning of a Rum Rivalry
The origins of the case go back to July 2023, when the makers of Old Monk Coffee Rum spotted something concerning—another liquor brand with a remarkably similar name and visual identity had emerged in the Goa market. Eston Roman Brewery & Distillery Pvt. Ltd. made the product named Old Mist Coffee Rum in July 2023. From the brand name and bottle design to overall packaging, nearly every aspect appeared to mirror Old Monk’s established look, triggering suspicions of brand copying and potential consumer misdirection.
After observing the similarities in branding, the makers of Old Monk Coffee Rum decided to take legal action. In July 2025, they officially filed a trademark infringement case against Old Mist Coffee Rum. After some time, the Himachal Pradesh High Court issued a temporary injunction against Old Mist, restraining the company from producing or selling its coffee rum under the disputed name. This legal move is a significant step, effectively halting Old Mist’s operations under the disputed branding.
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Judicial Take: How the Court Viewed the Brand Dispute
In this case, the court made several strong observations. Justice Ajay Mohan Goel, who issued the order, stated that there was a clear prima facie case of trademark infringement and “passing off,” suggesting that Old Mist was deliberately trying to copy Old Monk.
Prima facie case:
In the context of law, a prima facie case is one in which, without successful response by the opposing party, the evidence is adequate to establish a certain fact or assertion. In essence, it is the first indication that a party’s claim is legitimate and, if accepted, may result in a favorable ruling. The Latin phrase “at first sight” or “on its face” is what it means.
Passing off:
By banning a third party from falsely advertising their goods or services as those of the original company, passing off is a legal action used to safeguard a company’s reputation and goodwill. It is a common law tort, which means that unregistered trademarks are also protected and that it is a wrong that can be addressed in court.
The court also warned Old Mist against continuing to sell products under the disputed name, noting that doing so could result in the brand gaining an unfair commercial advantage. Based on the ruling, the likely outcome could be a permanent ban on the sale and distribution of Old Mist Coffee Rum if the court finds continued violation or intent to mislead in the next hearing.
From Interim to Final: The Road Ahead in Court
- Old Mist must respond by 8 September 2025 or risk losing the case by default.
- The court may choose to extend the injunction or impose a permanent ban based on the response and evidence presented.
Conclusion:
The trademark clash between Old Monk and Old Mist highlights the growing importance of brand protection in India’s beverage industry. With a strong interim ruling already in place, the upcoming court response will likely determine whether Old Mist can remain on shelves—or face a permanent market exit.
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