![\"LIv](\"https:\/\/www.fogolf.com\/us\/wp-content\/uploads\/2026\/09\/LIV.jpg\")
Long Island Spirits is suing LIV Golf over alleged trademark infringement<\/p>\nUS-based Long Island Spirits, which makes LiV Vodka, has filed a lawsuit against the Saudi Arabian-backed golf league alleging trademark infringement.<\/p>\n
Long Island Spirits is suing LIV Golf over alleged trademark infringement<\/p>\n
Filed yesterday (March 23) to the US District Court for the Eastern District of New York, the distillery claims the professional golf league is infringing on its LiV brand and is seeking \u2018substantial damages\u2019 from LIV Golf\u2019s \u2018wilful infringement and other misconduct\u2019.<\/p>\n
The suit is seeking compensatory and injunctive relief to stop and prevent LIV Golf and related parties from using the LIV mark in connection with the sale and marketing of alcohol and apparel.<\/p>\n
Established in 2007, Long Island Spirits produces whiskey, liqueurs, and LiV-branded vodka, gin and RTDs, all made with local ingredients such as corn, rye and potato.<\/p>\n
LIV originally stood for Long Island Vodka as the distillery\u2019s first and flagship product, before the distillery expanded the LIV brand to other spirits and products.<\/p>\n
LIV Golf, meanwhile, was founded in October 2021.<\/p>\n
The name LIV Golf represents the Roman numerals for 54, which was the number of holes played in a LIV tournament before the format was expanded to 72 holes for the 2026 season.<\/p>\n
Long Island Spirits claims LiV-branded products are its largest and most important brands, which LIV Golf has allegedly infringed upon with its own line of LIV-branded products that are closely associated with the league\u2019s apparel and live events.<\/p>\n
Long Island Spirits has used the \u2018LIV\u2019 and \u2018LiV\u2019 marks since registering the trade amr 2007, and the distillery claims these are being infringed upon by the golf league\u2019s LIV-branded cocktails that bear names like the \u2018LIV Clubhouse Cooler\u2019 and the \u2018LIV It Up Bloody Mary\u2019.<\/p>\n
Along with the golf league\u2019s alcoholic beverages, Long Island Spirits has also highlighted LIV Golf\u2019s LIV-branded apparel, which it claims has created confusion with its own line of LIV branded-apparel that it sells and distributes through the Tri-state area, as well as at its distillery, local events and through its online marketplace.<\/p>\n
Long Island Spirits founder Rich Stabile said: \u201cLIV Golf\u2019s aggressive use of our \u2018LIV\u2019 brand isn\u2019t just causing market confusion; it is a direct attempt to hijack the exact spirits and lifestyle categories we invested decades in building.<\/p>\n
\u201cThis case is about protecting our consumers from confusion and making clear that our decades of investment in the LIV brand is not usurped by a large company who happens to like the brand.\u201d<\/p>\n
Long Island Spirits\u2019 lawsuit claims LIV Golf\u2019s branding is causing \u2018wide-spread confusion\u2019 for consumers and distributors across the country, harming the distillery\u2019s reputation, eroding goodwill and depressing sales.<\/p>\n
The lawsuit also pointed out that LIV Golf is backed by Saudi Arabia\u2019s Public Investment Fund.<\/p>\n
The complaint read: \u201cLIV Golf has deployed billions of dollars in marketing efforts aimed at buying prominence, including by expanding into \u2018LIV\u2019 branded alcohol and apparel \u2013 that is, precisely the areas in which LIV owns long-standing marks and where it has built its reputation for authenticity.\u201d<\/p>\n
Long Island Spirits\u2019 trial counsel, Chris Rice, of litigation firm BraunHagey & Borden, added: \u201cLIV Golf\u2019s effort to swamp our client\u2019s brand is precisely what the trademark and unfair competition laws were designed to prevent.<\/p>\n
\u201cWe hope LIV Golf recognises the impact its conduct is having on Long Island Spirits\u2019 LIV brand and products and does the right thing by remedying that harm.\u201d<\/p>\n
The Spirits Business has reached out to LIV Golf for comment.<\/p>\n
This isn\u2019t the only time LIV Golf has been challenged by a spirits company on trademark infringement. In January, Sazerac won partial victory against the league in a trademark dispute over the use of \u2018Fireball\u2019 in branding.<\/p>\n
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