New Delhi: In a notable legal setback for a celebrity-backed alcobev venture, the Delhi High Court has put the launch of The Glenwalk, Godfather Edition -a premium blended Scotch whisky-on hold, following a trademark infringement plea filed by Devans Modern Breweries Limited.

The interim restraint comes after Devans alleged that Cartel Bros, the company behind the whisky and backed by Bollywood actor Sanjay Dutt, had adopted the "Godfather" label in bad faith. According to the petitioner, the mark is already closely associated with its flagship beer brand and enjoys strong market recall backed by multiple registered trademarks in India. Devans argued that extending the "Godfather" branding to whisky-within the same broader alcoholic beverages category-could mislead consumers and dilute its established brand equity. The company further contended that such use amounts not only to trademark infringement but also to passing off, given the longstanding goodwill attached to its beer label.

During the court proceedings, Cartel Bros agreed to temporarily hold back the commercial rollout of the contested product. The Court, while recording these submissions, directed the defendants to refrain from launching the whisky under the "Godfather" mark until further hearings. In addition to pausing the product launch, the Court has also restrained the company from issuing any new promotional or social media communications related to the whisky bearing the disputed branding during the interim period. The case will be taken up again on a later date, with the current order effectively freezing the entry of Glenwalk's "Godfather" edition into the market for now. Industry Implications The dispute underscores the increasing importance of trademark protection in India's fast-evolving alco-beverage sector, where brand extensions across categories-beer, whisky, and premium spirits-are becoming more common. It also highlights the legal risks tied to leveraging familiar or legacy brand names in new product segments, particularly in a market where brand recall plays a decisive role in consumer choice.