Coca-Cola denied Europe patent

LUXEMBOURG: Coca-Cola bottles are not distinctive enough to be trademarked, an EU court ruled on Tuesday, rejecting a complaint brought by the US drinks giant against the bloc’s trademark authority.

Coca-Cola had applied in 2011 for its plastic, glass and metallic bottle design to be trademarked across the EU, arguing that the shape in question is a “natural evolution” of the iconic bottles its drinks are known by, according to a court statement.

But the Office for Harmonisation in the Internal Market found the shape to be “devoid of any distinctive character” that would justify a trademark.

The decision can be challenged before the European Court of Justice, the bloc’s top arbiter.