Diageo Trademark Application Published for Opposition

ChangeBridge: Trademarks - Advertising & Business (Class 035)

Published March 25th, 2026

Detected March 26th, 2026

Summary

The USPTO has published a trademark application for Diageo, related to virtual goods and services in the metaverse, including non-alcoholic and alcoholic beverages, clothing, and NFTs. The publication opens a period for opposition before the trademark can be officially registered.

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What changed

The United States Patent and Trademark Office (USPTO) has published a trademark application (TM79421806) for Diageo, initiating a period for public opposition. The application covers a broad range of virtual goods and services intended for use in metaverse environments, including non-alcoholic and alcoholic beverages, clothing, footwear, fashion accessories, and digital art, all authenticated by non-fungible tokens (NFTs). It also includes services such as virtual event hosting, online training in mixology, and retail store services for virtual goods.

This publication signifies a step towards potential trademark registration for Diageo's metaverse-related offerings. Interested parties have a defined period to file oppositions if they believe the trademark infringes on their existing rights. While this is a trademark application and not a direct regulatory mandate, it highlights the evolving landscape of intellectual property protection in virtual environments and the increasing involvement of major brands in the metaverse.

Source document (simplified)

← USPTO Trademark Applications

DIAGEO

Published for Opposition TM79421806 Kind: published Mar 25, 2026

Abstract

Entertainment services, namely, providing on-line, non-downloadable virtual goods, namely, non-alcoholic and alcoholic beverages and clothing, footwear, headwear, fashion accessories, eye wear, jewellery and handbags for use in virtual environments created for entertainment purposes; entertainment and educational services in the nature of organizing, arranging, and hosting virtual performances, art exhibition services and social entertainment events on-line; virtual reality and interactive game services provided on-line from a global computer network and through wireless networks and electronic devices; planning and hosting of virtual events, namely, organizing, arranging, and conducting virtual social, cultural, experiential, and educational events in the metaverse and virtual worlds; entertainment services, namely, providing on-line non-downloadable virtual goods, namely, digital art, photographs, videos, or audio recordings for use in the virtual world created for entertainment purposes; entertainment services, namely providing virtual environments in which users can interact, for recreational purposes, for entertainment purposes; educational services, namely, providing on-line training courses in the field of operating a virtual bar or restaurant offering virtual food and beverages; entertainment services, namely, conducting actual and virtual workshops, educational demonstrations and courses of instruction in the field of mixology and alcoholic beverages; entertainment services, namely, providing non-downloadable image files of digital overlays of digital art, photographs, and videos and audio recordings featuring digital animated and non-animated designs, characters, avatars, and digital overlays, for use in virtual environments created for entertainment purposes; entertainment services provided via on-line virtual environment, namely, providing ongoing webisodes featuring alcoholic and non-alcoholic beverage products via a global computer network; production of educational and entertainment content for use in the metaverse, virtual reality, augmented reality, mixed reality, extended reality environments, or a combination thereof; organizing and conducting events, exhibitions, expositions and conferences for entertainment purposes via interactive entertainment, virtual reality, augmented reality, mixed reality, extended reality environments, or a combination thereof.; Retail store services featuring alcoholic and non-alcoholic beverages, clothing, footwear, headwear, fashion accessories, eyewear, jewelry and handbags authenticated by non-fungible tokens; providing incentive reward programs for customers through issuance and processing of loyalty points authenticated by non-fungible tokens (nfts) for on-line purchase of goods and services; retail store services and online store services featuring virtual goods, namely, beverages, food, and clothing for use in online virtual worlds; provision of an online marketplace for buyers and sellers of downloadable digital files of non-alcoholic and alcoholic beverages, clothing, footwear, headwear, fashion accessories, eyewear, jewellery and handbags authenticated by non-fungible tokens (NFTs); customer relationship management via chatbot.; Downloadable digital image files of art authenticated by non-fungible tokens (NFTs) using with blockchain technology; Downloadable photographs authenticated by non-fungible tokens (NFTs); downloadable computer game software featuring virtual goods, namely non-alcoholic and alcoholic beverages, clothing, footwear, headwear, fashion accessories, eyewear, jewellery and handbags for use in online virtual worlds; downloadable interactive game programs; downloadable software for engaging in social networking and interacting with online communities, accessing and streaming multimedia entertainment content, and for providing access to an online virtual environment, and downloadable software in the nature of a mobile application for users to browse an...