Celebrity chef James Martin has been defeated in a legal fight to trademark his own name for a range of drinks, following opposition from the owner of prestigious Scotch whisky brands Glenmorangie and Ardbeg.
The Legal Dispute Over a Name
The popular ITV presenter, whose Saturday Morning show has been a staple since 2017, sought exclusive rights to the trademarks ‘James Martin’ and ‘James Martin’s’ for alcoholic and non-alcoholic beverages. This move was part of a broader strategy to expand his brand, which already includes a successful vineyard in the South of France.
However, his application was formally opposed by lawyers for Edinburgh-based firm Macdonald & Muir. The company argued that the name was identical to one of its own long-established products: a premium 30-year-old blended malt whisky named ‘James Martin’s’. This whisky, which retails for over £300 per bottle, has been popular in Portugal and has held its trademarks since 1998.
Why the Trademark Was Blocked
The UK’s Intellectual Property Office (IPO), which adjudicates on such disputes, has ruled in favour of the whisky company. The hearing officer concluded that ‘the average consumer is likely to mistake one for the other’ if Martin’s trademarks were registered for drinks.
During proceedings, Martin’s agent challenged whether Macdonald & Muir had genuinely used its ‘James Martin’s’ trademarks in recent years. In response, the company provided evidence showing that 11,382 bottles of the whisky were produced and exported between 2017 and 2022. They submitted invoices from a UK packaging firm, photos of bottle stickers, and export documentation to prove ongoing use.
The IPO officer accepted this evidence, noting the whisky’s limited production was due to its lengthy ageing process. The ruling stated a clear ‘likelihood of direct confusion’ for consumers, thereby blocking Martin’s application. As a result, the 53-year-old chef has been ordered to pay £1,900 towards the whisky company’s legal costs.
Brand Expansion Meets Established Heritage
This legal setback contrasts with Martin’s other successful business ventures. The chef, who first found fame on Ready Steady Cook, has amassed a considerable fortune estimated at £4 million, enabling investments in a classic car collection, a countryside home, and his French vineyard.
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 following the ruling.
The case underscores the complex challenges celebrities can face when their personal branding ambitions intersect with existing commercial trademarks, particularly within the tightly regulated and heritage-rich spirits industry.
