Diageo trademarks: expansion into trademark classes, 1970–2024
Video: how Diageo extended its South African trademarks into new classes from 1970 to 2024 – from wines & spirits, education & entertainment, beer & soft drinks into new fields. 18 of 45 classes, 369 trademarks. South African trademark statistics by Sibanda & Zantwijk.
Transcript
- Before 1970, Diageo already used 1 classes, including class 33 wines & spirits.
- 1971: Diageo moves into class 32 beer & soft drinks.
- 1986: Diageo moves into class 30 coffee, flour & sweets.
- 1996: Diageo moves into class 41 education & entertainment.
- 1997: Diageo moves into class 16 paper & print; class 29 meat, dairy & oils; class 31 fresh produce & pet food; class 35 advertising & retail; class 42 tech & IT services.
- 2001: Diageo moves into class 6 metal goods; class 9 electronics & software; class 14 jewellery & watches; class 18 leather & bags; class 21 kitchenware; class 24 textiles; class 25 clothing; class 26 haberdashery.
- 2007: Diageo moves into class 43 restaurants & hotels.
- By 2024, Diageo had trademarks in 18 of the 45 classes.