NewsBy James BayleyEU officials have rejected Polini Group’s Alten Kräuterfrau trademark bid after finding it would take “unfair advantage” of Jägermeister’s branding. The ruling, described as sending “a clear message to the market”, reinforces the power of reputation in the spirits sector. A decision published by the EU Intellectual Property Office (EUIPO) has ended a protracted dispute between German herbal liqueur Jägermeister and Italian producer Polini Group, maker of the 35% ABV spirit Alten Kräuterfrau. The dispute dates back to 2021, when Jägermeister first challenged Polini’s application to register a Gothic-styled logo over a green, red and gold background. “The outcome in this dispute sends a clear message to the market that Jägermeister means business and is prepared to defend its intellectual property rights wherever and whenever needed.