Starbucks Enters Trademark Dispute with a Small Alaska Company

Starbucks is clashing with a small Alaska company named Mountains & Mermaids over a trademark term. The former who is a Seattle-based coffee giant said that Siren’s Brew for which the later filed a Trademark Application is too similar to its branding.

As the Anchorage Daily News reported, Starbucks wants the U.S. Patent and Trademark Office (USPTO) to reject the application filed by this small Wasilla-based Mountains & Mermaids Company. Applied late last year, the Alaska business has been seeking to get Trademark Registration for the term ‘Siren’s Brew’ for its products since that time. It has branded its apparel with the image of a siren or mermaid holding a cup of coffee and recently began using the design on coffee.

Starbucks in an opposition filed in August this year said that it applied to trademark ‘Siren’s Blend’ for its coffee products in February 2019, but the USPTO has refused the application as of May, based on a possibility of confusion with Siren’s Brew.

Starbucks continued by saying that the long-time use of siren in its branding doesn’t end up with its famous green logo. Instead, it has extended the brand’s use of the term as per its filing. Employees use the word to refer to its business and products, added Starbucks.

Starbucks further in an emailed statement announced that for near about half a century, it has invested in establishing a relation between a siren and coffee. Besides being an integral part of the Starbucks’ logo since the brand got established in 1971, the siren is the face of the company to the world.

On the other side, Monica Hamilton owning Mountains & Mermaids along with her daughter named Sarah said that they were shocked to know about Starbucks’ opposition in regards to their trademark application. She added that there is no confusion at all. They are neither interested in interfering with Starbucks’ business nor want them to interfere with theirs.

Launched in 2017, Alaska Company is an online retailer with many of its products sporting nautical imagery. The term ‘Siren’s Brew’ of this company applies to the products such as hoodies mugs, stickers, etc., that include the design of a siren or mermaid holding a coffee cup. The quote incorporated in the design asserts that a siren needs her morning coffee before a day of wrecking ships and drowning men.

Eric Pelton, a lawyer on behalf of Mountains & Mermaids, said that whatever term Starbucks’ workers use within the company to describe their business is not the same as a Registered Trademark. Mr. Pelton also said that he plans to submit a response to Starbucks’ opposition to the USPTO next week. For more visit:

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