Distillery Files Trademark Lawsuit Against LIV Golf
A Long Island distillery has sued LIV Golf for trademark infringement. The suit claims LIV Golf's branding confuses consumers and harms sales of its products.
A distillery based in Long Island has initiated legal action against LIV Golf in federal court, claiming that the golf league's use of the 'LIV' brand for alcoholic beverages and apparel infringes upon its registered trademark.
Long Island Spirits Inc. filed the lawsuit in the U.S. District Court for the Eastern District of New York, alleging violations of both federal and New York trademark laws by LIV Golf.
The craft distillery is requesting the court to prohibit LIV Golf from using the 'LIV' name in relation to alcohol and apparel sales, as well as seeking punitive damages for what it describes as the league's 'willful and intentional unfair competition and misuse of the LIV Marks.'
According to the lawsuit, the LIV brand is cherished by consumers but is now at risk due to LIV Golf's infringement. The distillery aims to protect its brand, maintain its reputation, and seek compensation for ongoing damages resulting from the golf league's actions.
The complaint asserts that the golf league's adoption of the LIV brand has resulted in 'widespread confusion' among customers and distributors, negatively impacting sales of its craft alcohol products.
The lawsuit highlights that LIV Golf has started marketing alcoholic beverages, including the LIV Clubhouse Cooler, a vodka-based drink infused with lemon, basil, and mint, and the Have a Beautiful Day cocktail, which features a refreshing vodka mix in the brand's signature blue and green colors.
Long Island Spirits has held multiple registered and common-law variations of the 'LIV' trademark since 2007, as stated in the lawsuit.
The suit further contends that since its inception in 2021, LIV Golf has invested billions in marketing to promote its brand, encroaching on areas where Long Island Spirits has established its reputation and trademarks.
In June 2025, this is not the first instance of LIV Golf facing trademark infringement claims. An Ohio company, Stinger Tees, Inc., accused the Stinger GC team of violating its trademark and is seeking $100 million in damages. This case is set for mediation on April 15.
The South African team, which includes notable golfers such as Charl Schwartzel and Louis Oosthuizen, previously rebranded to Southern Guards GC ahead of the current season.
In another incident, Cool Brands Supply, an Argentine corporation, filed a lawsuit in June 2023 against LIV Golf and its HyFlyers GC team, led by Phil Mickelson, claiming they had copied its logo for a lifestyle brand. However, Cool Brands Supply withdrew its lawsuit in January 2024.