Joel B. Rothman v. A Shoc Beverage, LLC

CourtCourt of Appeals for the Eleventh Circuit
DecidedOctober 10, 2025
Docket22-12687
StatusUnpublished

This text of Joel B. Rothman v. A Shoc Beverage, LLC (Joel B. Rothman v. A Shoc Beverage, LLC) is published on Counsel Stack Legal Research, covering Court of Appeals for the Eleventh Circuit primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
Joel B. Rothman v. A Shoc Beverage, LLC, (11th Cir. 2025).

Opinion

USCA11 Case: 22-12687 Document: 64-1 Date Filed: 10/10/2025 Page: 1 of 21

NOT FOR PUBLICATION

In the United States Court of Appeals For the Eleventh Circuit ____________________ No. 22-12687 ____________________

CELSIUS HOLDINGS, INC., Plaintiff, JOEL B. ROTHMAN, CRAIG A. WIRTH, SRIPLAW, PA, Interested Parties-Appellants, versus

A SHOC BEVERAGE, LLC, KEURIG DR PEPPER INC., Defendants-Appellees. ____________________ Appeal from the United States District Court for the Southern District of Florida D.C. Docket No. 9:21-cv-80740-DMM ____________________

Before JORDAN, BRASHER, and ABUDU, Circuit Judges. USCA11 Case: 22-12687 Document: 64-1 Date Filed: 10/10/2025 Page: 2 of 21

2 Opinion of the Court 22-12687

PER CURIAM: Attorneys Joel Rothman, Craig Wirth, and their associated law firm SRIPLAW, P.A. (collectively, “Sriplaw”) appeal the dis- trict court’s order requiring them to pay $249,357.50 in sanctions and fees. Sriplaw represented Celsius Holdings, Inc. (“Celsius”) in a lawsuit against A SHOC Beverage, LLC, and Keurig Dr. Pepper Inc. (collectively, “A SHOC”), alleging trade dress infringement, false advertising, and other federal and state law claims. After Cel- sius voluntarily dismissed the case, A SHOC moved for sanctions under 28 U.S.C. § 1927. 1 The district court granted A SHOC’s mo- tion and awarded sanctions specifically against Sriplaw for its con- duct during the pleading and discovery phases of litigation. On appeal, Sriplaw challenges the district court’s order on the grounds that: (1) the firm was deprived of due process in de- fending itself; (2) the court never made any specific findings of mis- conduct on Sriplaw’s part; and (3) Celsius’ discovery responses and overall conduct did not rise to the level of sanctionable behavior.2

1 A SHOC also sought sanctions under the court’s inherent powers and the

Lanham Act, 15 U.S.C. § 1117(a). Because the district court based its sanctions award only on Section 1927, we focus on the court’s Section 1927 analysis in resolving this appeal. 2 Sriplaw also challenges the district court’s sanctions order under the First and

Eighth Amendments. Sriplaw dedicated only three sentences to its First Amendment argument in its opening brief. A party who makes only “passing references” to a claim “or raises it in a perfunctory manner without supporting arguments and authority” abandons the claim. Sapuppo v. Allstate Floridian Ins. Co., 739 F.3d 678, 681 (11th Cir. 2014). Therefore, we find that Sriplaw aban- doned its First Amendment claim and we will not consider it on appeal. USCA11 Case: 22-12687 Document: 64-1 Date Filed: 10/10/2025 Page: 3 of 21

22-12687 Opinion of the Court 3

After careful review, and with the benefit of oral argument, we af- firm the district court’s finding of bad faith and its decision to sanc- tion Sriplaw, but we vacate the sanctions and fees award and re- mand the case with instructions to recalculate the proper award amount in accordance with this opinion. I. BACKGROUND3 In or around April 2021, Celsius, an energy drink company, retained Sriplaw to sue A SHOC, one of its competitors. The com- plaint focused on one of A SHOC’s energy drinks, A SHOC Accel- erator. Among other allegations, Celsius asserted that A SHOC had made false and misleading statements about the Accelerator beverage and lacked any “competent and reliable scientific evi- dence” to support its “labeling, advertising and promotional activ- ities” related to its drink. On May 28, 2021, A SHOC moved to dismiss the complaint on the grounds that its packaging features were common in the in- dustry and its claims around the quality of its drink were based on scientific studies upon which Celsius itself previously had relied for

We have not yet addressed whether sanctions under Section 1927 implicate the Eighth Amendment. Even assuming the Eighth Amendment applies in this context, see Norelus v. Denny’s, Inc., 628 F.3d 1270, 1281 (11th Cir. 2010) (noting that Section 1927 is “penal in nature”), we need not reach Sriplaw’s excessive fine argument because, as explained further herein, we conclude that the district court erred in calculating the appropriate fee award. 3 Because we write for the parties, we set out only what is necessary to explain

our decision. USCA11 Case: 22-12687 Document: 64-1 Date Filed: 10/10/2025 Page: 4 of 21

4 Opinion of the Court 22-12687

its own beverages. A SHOC also argued that Celsius failed to state a claim because the Federal Food, Drug, and Cosmetic Act (“FDCA”) does not provide a private right of action. A SHOC’s overall position was that Celsius’ suit was an improper and unlaw- ful attempt to squeeze it out of the market. While A SHOC’s mo- tion was pending, the parties proceeded with discovery. In June and July 2021, A SHOC served Celsius with numer- ous discovery requests, including requests for production, requests for admission, and interrogatories. Celsius, by and through its counsel Sriplaw, originally objected to the requests based on their form, but the parties agreed to extend Celsius’ time to file its re- sponses. In early August 2021, Celsius responded to the discovery requests, but A SHOC argued the responses were insufficient, which prompted the parties to meet again on or around August 17 to reach a resolution. On August 24, after unsuccessful negotiations, A SHOC filed two motions to compel: one for production of documents and an- other for answers to its interrogatories and requests for admission. At this point in the discovery process, Celsius still only had re- sponded to 2 out of 87 requests for production, only 22 out of 184 requests for admissions, and had failed to respond to any of the 12 interrogatories. When Celsius finally did respond to the unan- swered requests for production, the company submitted identical boilerplate objections asserting that the requests were “overly broad, vague, and ambiguous.” As for the 162 unanswered re- quests for admissions, Celsius objected to all of those as well and USCA11 Case: 22-12687 Document: 64-1 Date Filed: 10/10/2025 Page: 5 of 21

22-12687 Opinion of the Court 5

stated that the requests were “used as discovery devices” and “not relevant to any claim or defense.” Again, Celsius submitted stand- ard objections to most of the unanswered interrogatories, referring to the questions as “implicitly compound,” “asking for a legal con- clusion,” and “facially oppressive and unduly burdensome.” In particular, Celsius objected to providing documents sup- porting: (1) its own “allegation at paragraph 42 of the Complaint that ‘A SHOC . . . caused A SHOC ACCELERATOR to be placed in display case slots reserved for Celsius HEAT products’”; (2) its “allegation at paragraph 43 of the Complaint that A SHOC . . . caused cans of A SHOC products to be displayed at points of sale in the same color lineup as Celsius products”; and (3) its “allegation at paragraph 46 of the Complaint that ‘A SHOC ACCELERATOR product . . . has already caused confusion, mis- take and deception.’” Among the objected-to requests for admis- sions was a request for Celsius to “[a]dmit that, to the best of [its] knowledge, the image depicted . . .

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Joel B. Rothman v. A Shoc Beverage, LLC, Counsel Stack Legal Research, https://law.counselstack.com/opinion/joel-b-rothman-v-a-shoc-beverage-llc-ca11-2025.