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Six Degrees of Confusion: Waugh, Bronco, Wine-Searcher, CellarTracker


This is article 2 in a two-part series

  1. Lessons For All In The Bronco/Waugh Trademark Battle Over Napa’s Six Degrees
  2. Six Degrees of Confusion: Waugh, Bronco, Wine-Searcher, CellarTracker

 

Wine Industry Insight set about conducting its own research to determine if the two Six Degrees wines could be easily confused.

The series of screen captures, below, tell that story.

 

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The first three links when searching for Six Degrees are Bronco brands. One from JC Waugh.

CellarTracker Even More Confused

The Bronco court filing states that the two, Six Degrees wines simply cannot be confused.

“At $150, Plaintiff’s “ultra-premium” “cult” wine is the sort of product that will appeal, if at all, only to the most sophisticated wine consumers.

“Conversely, consumers in the market for wines in the price range of $10 to $15 are unlikely to mistakenly buy Plaintiff’s $150 bottle of wine—assuming they could even find it (an optimistic assumption for a brand with an entire annual production of a couple hundred cases).”

However, CellarTracker, which has a reputation as the “go to” online site for sophisticated wine lovers fails to handle the uncertainty adequately as seen by the following series of screen captures.

 

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The Bronco Six Degrees link, above, leads to a page which is predominantly about the JC Waugh Six Degrees

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Clicking the “Wines” tab on the JC Waugh Six Degrees screen capture, above, leads to a page which is dominated by the Bronco Six Degrees,