Battle of beer slogans in court

By Dita De Boni

DB Breweries is in a legal tussle over the use of the words "hard earned" in its marketing campaign for signature ale DB Draught.

Carlton and United Breweries, of Australia, is seeking a High Court injunction against DB over the use of the slogan, which it claims is too similar to a slogan used to promote its Victoria Bitter in New Zealand since 1986.

Despite VB's small market share in this country - less than 5 per cent of beer sold - Carlton says the slogan "A hard earned thirst" has been synonymous with Australasia's biggest brand name since its Australian birth in 1968.

Late yesterday, Kelly Bennett, of DB, said Carlton's protection of its marketing platform was "difficult to understand when for the past few years there has been little or no evidence of a campaign supporting it."

But Carlton's marketing vice-president, Paul Kennedy, said DB's assertions about VB marketing in New Zealand were totally incorrect.

"For the past 10 years the phrase 'hard earned thirst' has been on our packaging and on signage around Auckland and at all points-of-sale, including DB-owned liquor outlets."

Formal court proceedings would begin late next month.