(Photo credit: Jasen Vinlove-Imagn Images)

A New York distillery is accusing LIV Golf of violating state and federal trademark laws over its use of the 'LIV' name to sell alcohol and apparel.

Long Island Spirits Inc. filed a lawsuit in the U.S. District Court for the Eastern District of New York this week, asking the court to order LIV to stop the branding on those items and to pay punitive damages.

The company sells canned vodka-based drinks under the 'LiV' name -- Long Island vodka -- as well as LiV gin.

In the lawsuit, the company alleges that LIV Golf has caused 'widespread confusion amongst customers, distributors, and depressing sales' of its craft alcohol products, ESPN reported after a review of the lawsuit.

At its events, LIV Golf sells its own cocktail concoctions with LIV in the name. Long Island Spirits, in the lawsuit, contends it has owned multiple LIV trademarks for nearly 20 years.

'Since it launched in 2021, LIV Golf has deployed billions of dollars in marketing efforts aimed at buying prominence, including by expanding into 'LIV' branded alcohol and apparel, that is, precisely the areas in which LIV owns long-standing marks and where it has built its reputation for authenticity,' the lawsuit contends, per ESPN. 'This escalating campaign of infringement benefits LIV Golf while squandering LIV's goodwill and leading to substantial consumer confusion.'

LIV Golf also was sued for trademark infringement in 2023 when an Argentina company contended Phil Mickelson's HyFlyers GC team had copied a logo used on one of its apparel brands. That lawsuit was dropped in January 2024.

LIV also is facing a 2025 lawsuit from an Ohio company, Stinger Tees, Inc., which is seeking $100 million in damages amid accusations the golf league infringed on its trademark. That case is scheduled for mediation next month.

--Field Level Media