Diageo drops lawsuit against Sainsbury’s

01 October, 2009

Diageo and Sainsbury’s have reached an out-of-court settlement in their copycat row over the retailer’s own-label Pitcher's speciality spirit.

Sainsbury’s has agreed to change the Pitcher’s label to appease Diageo, which had alleged the own-label brand aped its Pimm’s.

The retailer had said that it would “vigorously” defend the allegations when Diageo took legal action in August.

In a joint statement issued today, 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regarding Diageo’s Pimm’s brand and Sainsbury’s Pitchers brand has been amicably settled and the legal proceedings withdrawn.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.

“We are both very pleased with the outcome and look forward to continuing our strong trading relationship.”

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