Johnnie Walker Gets “Clubbed” by Explorers

Even when you are the biggest drinks company in the world, you can still lose in a battle with a small but iconic Club based in New York.

The prestigious Explorers Club sued Diageo, makers of Johnnie Walker Whisky for using the term “Johnnie Walker Explorers’ Club” for a line of blended Scotch whisky sold in duty-free stores.  Judge Charles E. Ramos said in ruling that “It is clear that Diageo’s adoption of the name of the Explorers’ Club was for the purpose of leading the public to believe that it was connected or affiliated with the club.”   In New York there is a century-old law preventing the unauthorized use of a charity’s name by someone wanting to make a profit.

The Explorers Club was founded in 1904 in New York and has chapters around the world.  Their web site describes their mission as “…promoting the scientific exploration of land, sea, air, and space by supporting research and education in the physical, natural and biological sciences. The Club’s members have been responsible for an illustrious series of famous firsts: First to the North Pole, first to the South Pole, first to the summit of Mount Everest, first to the deepest point in the ocean, first to the surface of the moon—all accomplished by our members.”  Theodore Roosevelt was a member as was Neil Armstrong, a hero explorer in our lifetime.

Diageo sells 20 million cases of Johnnie Walker a year.  A very small percentage was in the upscale Explorers’ program.  They will be appealing the Court’s decision.