Landtsheer Emmanuel S.A. Vs Comité Interprofessionnel du Vin de Champagne (CIVC) & Veuve Clicquot Ponsardin SA

Étude de cas Marketing & marques Marketing luxe

Date de publication :

03/04/2008

Langue :

Anglais

Format :

.ppt

Nombre de pages :

20 diapos

Niveau :

expert

Consulté :

1 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Description of facts
Identification of the problem and context
Summary of the judgement
Consequences of the judgement for business

Résumé :

De landtsheer SA , a Belgian company, produces and markets several varieties of beer under the trade mark "Malheur." In 2001 it launched a beer under the name "Malheur Brut Réserve", which was brewed using a process based on the production method for sparkling wine and which it wished to brand as an exceptional product. The wording "BRUT RÉSERVE", "La première bière BRUT au monde" ("The first BRUT beer in the world"), "Bière blonde à la méthode traditionnelle" ("Traditionally‑brewed light beer") and "Reims-France" as well as a reference to the winegrowers of Reims and Épernay appeared inter alia on the bottle, on a leaflet attached to the bottle and on the cardboard packaging. At the time of the launch of the product, De landtsheer used the expression "Champagnebier" to make the point that it was a beer made according to the "méthode champenoise" (champagne method). Moreover, De landtsheer extolled the originality of the new beer, Malheur, by ascribing to it the characteristics of a sparkling wine and, in particular, those of champagne. Producers of champagne react, claiming they were "exploited". On 8 May 2002, the civc and veuve clicquot brought an action against De landtsheer before the Tribunal de commerce de Nivelles (Commercial Court of Nivelles, Belgium), seeking, in particular, a prohibition on the use of the wording set out above. Noticing that the mentions referring to champagne are forbidden for two legal reasons: -They are misleading customers -They constitute a comparative illicit advertising What are the European legal dispositions about comparative advertising ?