Sazerac Accuses B-F of Infringing on Fireball Trademark

Sazerac is taking Brown-Forman to court, claiming B-F infringed on the Fireball trademark through a Google advertising campaign.BACKGROUND. In its initial complaint filed in Kentucky federal court, Sazerac claims B-F placed ads through Google's Adwords system, which included the term Fireball, and purchased the "keywords and variants thereof" for Fireball, "so that consumer searching for Sazerac's Fireball product would instead encounter advertisements for Tennessee Fire as the first search result." Sazerac says the advertisements vary, but each contains at least