Long Island Distillery Sues LIV Golf Over Trademark Infringement

A distillery from Long Island has initiated legal action against the Saudi-supported LIV Golf, claiming that the league’s use of “LIV” on merchandise and beverages violates its trademark rights.

Long Island Spirits, a craft distillery located on the eastern side of Long Island, launched a federal lawsuit in Central Islip this week. The distillery accuses LIV Golf of breaching both state and federal trademark laws. They are requesting a court order to stop the golf league from using “LIV” in relation to apparel or alcoholic drinks.

Additionally, Long Island Spirits is seeking damages from LIV Golf, though the exact amounts have not been specified.

The lawsuit references that Long Island Spirits registered the LIV brand back in 2007 and has been marketing LiV-branded vodka and other spirits since then. The complaint asserts that LIV Golf’s venture into retail and alcohol has led to confusion among consumers, retailers, and distributors.

The distillery incorporates both LIV and LiV in its branding on its website and within their legal filings.

In the lawsuit, Long Island Spirits highlighted how LIV Golf has invested substantial funds into promoting its brand, including branching out into alcoholic beverages and apparel—markets where Long Island Spirits has established its own trademarks and reputation. They argue that this infringement not only benefits LIV Golf but has also undermined Long Island Spirits’ brand integrity, leading to further consumer confusion.

The complaint describes LIV Golf’s actions as “intentional and deliberate unfair competition” and a misuse of the LIV trademark.

Furthermore, the documents point out that consumer misperceptions regarding LIV Golf—especially its connections to a controversial foreign sovereign wealth fund—contradict the authenticity and artisanal focus that Long Island Spirits represents.

As of now, LIV Golf has not made any public statements regarding the lawsuit.

Long Island Spirits, founded in 2007, produces a range of products, including whiskey, liqueurs, LiV vodka, gin, and ready-to-drink cocktails. The LIV label originally stood for Long Island Vodka.

LIV Golf was established in 2021, marking a turbulent period in the golfing world, a division that continues to exist. This lawsuit comes just ahead of LIV Golf’s planned inaugural tournament in the New York area, set for August at Trump National Golf Club in Bedminster, New Jersey.