General Cigar and Fuente in Trademark Dispute Over CAO Bx3

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General Cigar and Fuente in Trademark Dispute Over CAO Bx3

General Cigar Company, a subsidiary of Scandinavian Tobacco Group (STG), has filed a revelatory judgment trademark lawsuit in the United States District Court for the Eastern District of Virginia against Fuente Cigar, Ltd. and Fuente Marketing, Ltd.

“Given the legislative and legal hurdles facing the premium cigar category today, it is disappointing that Fuente Cigar Ltd. has decided to threaten us with a baseless lawsuit,” states Régis Broersma, senior vice president of Scandinavian Tobacco Group’s North America Branded and Rest of World Division and president of General Cigar. “The fact is that CAO has a series of legacy brands with “X” in their name and their trade dress, including CAO Lx2, CAO Mx2 and others, which have coexisted with Fuente brands for many years. Drawing on legacy CAO font and logo treatments, CAO Bx3 packaging bears the legend ‘Brazilian times three’ while adding modern, brightly colored artwork that evokes the colors of the national and state flags of Brazil. Given these distinctions, consumers will not be confused. We look forward to vindicating our position in federal court.”