Celebrity chef James Martin has failed in a legal bid to secure exclusive rights to his own name for a range of drinks, after a Scotch whisky producer successfully opposed his application.
A Clash of Brands: Chef vs. Whisky
The ITV presenter, 53, sought to register ‘James Martin’ and ‘James Martin’s’ as trademarks for both alcoholic and non-alcoholic beverages. This move was part of a strategy to expand his brand, which already includes a successful vineyard in France.
However, his application was challenged by Edinburgh-based firm Macdonald & Muir, the owner of prestigious whisky brands like Glenmorangie and Ardbeg. The company argued that the name was identical to one of its own long-established products: a premium 30-year-old blended malt whisky called ‘James Martin’s’.
The Intellectual Property Office's Ruling
The UK’s Intellectual Property Office (IPO), which adjudicates on trademark disputes, has now ruled in favour of the whisky maker. The hearing officer stated that if Martin’s plans were approved, the average consumer would be likely to mistake one product for the other, leading to a ‘likelihood of direct confusion’.
As a result, the trademarks cannot proceed to registration in relation to drinks. The TV star has also been ordered to pay £1,900 towards the legal costs incurred by Macdonald & Muir.
During the proceedings, Martin’s agent challenged whether the whisky firm had actually used its ‘James Martin’s’ trademarks in recent years. In response, Macdonald & Muir provided evidence showing:
- 11,382 bottles of the whisky were produced and exported between 2017 and 2022.
- Invoices from a UK packaging company.
- Photographs of labels being applied to bottles.
- Detailed export records.
The company explained that the whisky is not mass-produced due to its lengthy ageing process, which is ‘significantly longer’ than other spirits.
Background and Broader Ventures
James Martin, who became head chef at the Hotel du Vin in Winchester at just 22, rose to fame on shows like Ready Steady Cook. He now hosts ITV’s James Martin’s Saturday Morning.
His business interests extend beyond the kitchen. He has amassed a fortune estimated at around £4 million, enabling investments in a classic car collection, a countryside home, and a vineyard in the South of France, which he acquired during the Covid pandemic.
The whisky that thwarted his trademark ambition retails for more than £300 per bottle and is particularly popular in Portugal. Macdonald & Muir has held the trademarks for the drink since 1998.
A spokesperson for The Glenmorangie Company, Macdonald & Muir’s parent firm, said: ‘We are pleased with the decision and the confirmation that it provides in relation to our James Martin’s brand.’ Representatives for James Martin have been approached for comment.
