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ARTICLE · 14 APRIL 2026

GOOD TIMES For Bourbon Trademark

Cowan, Liebowitz & Latman, PC
Cowan, Liebowitz & Latman, PC
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The Trademark Trial and Appeal Board (TTAB) rarely reverses an Examining Attorney’s refusal to register a mark on likelihood of confusion grounds. In this case, the TTAB did just that.

United StatesIntellectual Property
William Borchard
William Borchard
Louis S. Ederer
Louis S. Ederer

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The Trademark Trial and Appeal Board (TTAB) rarely reverses an Examining Attorney’s refusal to register a mark on likelihood of confusion grounds. In this case, the TTAB did just that.

Genuine Risk (Applicant), a limited liability company in Louisville, Kentucky, applied to register for “bourbon” the mark GOOD TIMES BOURBON in plain lettering (later amended to delete BOURBON from the mark). Applicant claimed use of this mark since August 22, 2020, and prior ownership of the registered mark CASA GOOD TIMES.

The Examining Attorney refused registration, finding a likelihood of confusion with the following cited marks for alcoholic beverages, distilled spirits, or whiskey, all owned diversely:

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