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

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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

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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.

 

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.