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ARTICLE · 03 SEPTEMBER 2015

Makers' Mark Two: Bourbon Distiller Slips Another "Handmade" False Advertising Suit

Proskauer Rose LLP
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The putative class plaintiffs sued under California's unfair competition and false advertising laws, alleging that the label statement "handmade" was deceptive.

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In another blow to consumers that demand absolute rustic authenticity from their top-shelf bourbon purchases, a court in the Southern District of California has dismissed a false advertising class action against Maker's Mark for describing its product as "handmade." We recently covered a similar case involving the same bourbon and "handmade" claim in the Northern District of Florida, which was also dismissed.

Even though these two false advertising claims did not make it past prohibition, as the craft foods and beverage movement takes root in the mainstream, more cases are emerging in which consumers challenge claims of a product's authenticity. Like the peephole slot on the door of a speakeasy, this recent case gives us some insight into these vibrant developments.

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