Arturo Fuente to Take Legal Steps to Protect Their Brand and Image

For decades now, Arturo Fuente has been using the X prominently on its Fuente Fuente OpusX cigars. And from the start, there has been a series of legal battles. At first, the wine brand Opus One fought the Opus name, and obviously Arturo Fuente won that case.

After that, there were other cigar brands that tried to use the X and either stopped their plans after a friendly conversation with Fuente or were stopped after legal action. For example Oliva had plans for a Series X but cancelled the release, EO Brands did release a Series X and lost a short battle with Arturo Fuente Cigar Company about the trademark.

Now there is a new case. CAO Cigars just released the BX3 and uses the X prominently on the artwork. Much larger than it did with the LX2 and the MX2 in the past. It is now featured so large on the packaging that Arturo Fuente feels they have to take legal steps into protecting their brand and image. CAO Cigars parent STG counter filed and released the following statement:

“Given the legislative and legal hurdles facing the premium cigar category today, it is disappointing that Fuente Cigar Ltd. has decided to threaten us with a baseless lawsuit. The fact is that CAO has a series of legacy brands with ‘X’ in their name and their trade dress, including CAO Lx2, CAO Mx2 and others, which have coexisted with Fuente brands for many years. Drawing on legacy CAO font and logo treatments, CAO Bx3 packaging bears the legend ‘Brazilian times three; while adding modern, brightly coloured artwork that evokes the colours of the national and state flags of Brazil. Given these distinctions, consumers will not be confused. We look forward to vindicating our position in federal court.”

To be continued!