Does One Life Matter?

No. At least not according to a recent decision rendered earlier this month by three judge panel at the Trademark Trial and Appeal Board.

The Applicant, Tres Vidas Organic, Inc., sought to register the following mark for tequila and tequila infused with vitamins:

The English translation of "TRES VIDAS" is three lives.

Unfortunately for the Applicant, another company was already selling tequila under the mark DOS VIDAS (which translates as two lives) and had obtained a federal trademark registration for the use of its mark.

The Trademark Examining Attorney refused registration of TRES VIDAS on the grounds it was confusingly similar to the previously registered mark DOS VIDAS.