Issue No. 071 · Story 03 · October 30, 2026
TrademarkSutter Home Loses Its Bandit Trademark Win
On October 29, a federal appeals court issued an unpublished, nonprecedential memorandum reversing Sutter Home's summary judgment win against Roar Spirits and sending the trademark registration dispute back. Sutter Home opposed Roar's tequila mark applications, claiming likely confusion with its BANDIT mark. As of October 30, no final determination on likelihood of confusion has been made.
- §Roar applied to register EL BANDIDO YANKEE and EL BANDIDO YANKEE TEQUILA COMPANY BLANCO in 2020.
- §The appeals court held that a reasonable factfinder could find the marks dissimilar in appearance, sound, meaning and overall impression.
- §The court also faulted the district court for setting aside evidence of years of coexistence with large sales and a survey in which none of 112 consumers identified Sutter Home as the source of Roar's tequila.
THE TAKEAWAY
The open question is whether added words that change a mark's sound, meaning and impression avoid likely confusion with BANDIT. It also includes how much weight to give years of coexistence and survey evidence in a registration challenge.
Same issue