Diageo and Sainsbury's settle Pimm's 'copy' argument

01 October, 2009

Diageo and Sainsbury's have settled their dispute over the supermarket's Pitcher's brand and Diageo's Pimm's brand.

In April 2009, Sainsbury’s launched a gin-based drink called Pitcher’s that is designed to be mixed with fruit and lemonade. They described it in its launch release as their ‘own version of the UK’s favourite summer cocktail’.

A statement from the two companies said: "Diageo and Sainsbury’s are pleased to confirm that the dispute regarding Diageo’s Pimm’s brand and Sainsbury’s Pitchers brand has been amicably settled and the legal proceedings withdrawn. Sainsbury’s will continue to sell the Pitchers brand, but with a modified label that both parties are happy with. The terms of the settlement are confidential.  We are both very pleased with the outcome and look forward to continuing our strong trading relationship."

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