Time called on Pimm's label row

Pimm's is just one of the Diageo brands that Sainsbury's sells

Drinks giant Diageo and supermarket Sainsbury's have ended a row about allegations the retailer had broken copyright rules regarding Pimm's.

Diageo threatened legal action after Sainsbury's launched a gin-based summer drink called Pitchers.

The firms reached a settlement, with the supermarket continuing to sell Pitchers with a modified label.

Sainsbury's is a big customer of Diageo, which also makes Guinness, Smirnoff and Baileys.

The supermarket's logo will now appear on the bottles and some colouring will be changed from gold to orange.

In a joint statement, the firms said legal proceedings had been withdrawn and the dispute had been "amicably settled", though the terms of the deal were not revealed.

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

E-mail this to a friend

Printable version