White Christmas – also as a beverage brand?

The European Union Trademark Office (EUIPO) in Alicante has ruled that the term "White Christmas" cannot be registered as a trademark for beverages. The reason: "White Christmas" is a widely used expression, especially during the Christmas season. Consumers would therefore understand the term merely as a promotional term for "Christmas goods" (products consumed specifically during the Christmas season). Since such promotional terms lack sufficient distinctiveness, they cannot be registered as a trademark.

EUIPO, decision of 11 April 2018, Ref. No. 017569881 – White Christmas