IP SUMMIT
At Pernod Ricard’s
champagne and cognac
division, success is built on prestige. One of the world’s largest drinks producers, the group’s luxury products—Martell cognacs, Mumm and Perrier-Jouët champagnes—have been enjoyed by aristocrats and connoisseurs, from Napoleon Bonaparte to the British royal family, for more than 200 years.
Since the 19th century, all three brands have used a signature stamp or seal to prove their products’ authenticity and preserve
their
reputation. But in today’s world, protecting your image and trademark is a far more complex business. While social media and the Internet allow premium brands to expand their reach worldwide, it also leaves them exposed to defamation, infringement and abuse.
What are the biggest threats facing your brand online?
CHAMPAGNE MOMENTS: DEFENDING
T e two main types of infringement we encounter online are traditional trademark infringement, such as username abuse and the reproduction of our trademark in a URL or on a web page without our consent, and infringement of our brand image and reputation.
As an alcohol brand, there are strict rules regarding the promotion of alcohol—it should, for example, never be associated with social or sexual success, it should never promote underage drinking
and it
should always encourage DRINKS BRANDS
Protecting premium drinks brands online requires a proactive approach to infringement as well as a commitment to responsible promotion. TB&I spoke to Susan Gustafsson, general counsel at Pernod Ricard’s champagne and cognac division, Martell Mumm Perrier-Jouët.
44 Trademarks Brands and the Internet Volume 1, Issue 3
drinking responsibly. We always adhere to this, but when other people use our trademarks in a way that is contrary to these guidelines and our own internal code of ethics, it’s a problem.
We also see other types of infringements, such as design and copyright infringement and passing off , which are a concern, as is the speed at which the social media are developing.
What strategies have you employed to tackle these threats?
Each Pernod Ricard alcohol brand has an independent web presence, but we also have an overall action plan and IP policy that applies to all affi liates.
We have several preventive measures in place: marketing and communications staff receive training on IP issues, there is a global policy in place for registering our brands as usernames and declinations, and the username portfolio is centrally managed through one umbrella
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