Swiss Court Rules Jägermeister Logo is Not Offensive to Christians

Jägermeister bottles and shot glasses | Unsplash/Andrea Tummons

A court in Switzerland has ruled in favor of herbal liqueur producer Jägermeister amid a complaint that its logo is offensive to Christians. 

The alcoholic drink originated in Germany in 1935 and is sold in its signature green glass bottle that includes the company’s logo. The logo features a glowing white cross positioned between the antlers of a male deer.

The logo is reportedly based on the legend of Catholic Saint Hubertus. Hubertus was an eighth-century Belgian who, according to legend, was led to conversion after he took up an extended hunt when his wife died and saw a glowing crucifix between the antlers of a deer.

Jägermeister faced a legal challenge brought by the Swiss Federal Institute of Intellectual Property. The agency claimed that the company’s logo could be considered offensive to some residents of Switzerland, a predominantly-Christian country.

The government agency has reportedly blocked attempts by the German company to expand its trademark to be used on items outside of bottles and clothing.

Swiss Broadcasting Corporation’s online news platform SwissInfo.ch reports that judges at the federal administrative court in St. Gallen rejected the agency’s request to restrict the use of the Jägermeister logo to only clothing and bottles.

The court concluded that the logo is not offensive because the average customer associates the logo with the liqueur. The court reasoned that the logo’s “intensive” use by Jägermeister over the years has “weakened its religious character” to the extent that no one is likely to be offended by it.

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SOURCE: Christian Post, Samuel Smith