Brisbane coffee king loses out in trademark stoush
CONTROVERSIAL Brisbane coffee king Phillip Di Bella's business practices have suffered a blistering attack in his failed bid to trademark the marketing tagline "we know coffee".
The founder of the multi-million dollar Di Bella Coffee assumed the tagline as part of two advertising slogans in 2012, two years after his high-profile Sydney-based rival Vittoria began using the words in its own marketing campaigns.
Soon after, Mr Di Bella attempted to register two taglines - "Di Bella Coffee … we know coffee" and "from crop to cup … we know coffee" as trademarks for the exclusive use of his company.
Had he been successful, it would have prevented Vittoria using the slogan it pioneered.
In the ruling that denied Mr Di Bella's application, delegate for the register of trademarks Michael Kirov was scathing in his assessment of the coffee entrepreneur's actions.