Seagram-Distillers Corporation v. New Cut Rate Liquors, Inc.

221 F.2d 815
CourtCourt of Appeals for the Seventh Circuit
DecidedApril 25, 1955
Docket11275
StatusPublished
Cited by34 cases

This text of 221 F.2d 815 (Seagram-Distillers Corporation v. New Cut Rate Liquors, Inc.) is published on Counsel Stack Legal Research, covering Court of Appeals for the Seventh Circuit primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
Seagram-Distillers Corporation v. New Cut Rate Liquors, Inc., 221 F.2d 815 (7th Cir. 1955).

Opinion

SCHNACKENBERG, Circuit Judge.

From an order for a preliminary injunction, granted by the district court, on plaintiff's motion, defendants have appealed.

The \ erified complaint, as amended, alleges tlat plaintiff, a Delaware corporation, is engaged throughout the United States in the business of dealing in, selling anc. distributing alcoholic beverages of standard quality. These beverages, described generally as “Seagram products” and including Seagram’s “VO” and “7 Crown,” are sold in bottles bearing the trade-marks, brands or names of the producers, Plaintiff is the sole person authorized to sell and distribute Seagram products in Illinois.

It is alleged that during the past several years plaintiff has expended over $500,000 in Illinois alone in advertising Seagram products and, as a consequence, the trade-marks, brands or names under which Seagram products are sold have become widely and favorably known to the trade and public in Illinois. Plaintiff also alleges that the matter in controversy exceeds $3,000.

Plaintiff’s complaint further alleges that the sales of Seagram products in Illinois are subject to the provisions of fair trade contracts executed in accordance with the Illinois Fair Trade Act. 1 Furthermore, it is alleged that, prior to the acts complained of, the defendants had received copies of the plaintiff’s schedule of fair trade prices stipulated in accordance with the executed fair trade contracts, and also that defendants have refused to discontinue offering for sale or selling Seagram products at less than the aforesaid stipulated prices, and have continued said wrongful conduct by wilfully and knowingly offering for sale and selling said products at prices below those stipulated, and particularly that they advertised in a newspaper on June 15,1954, that they would sell Seagram products at less than the fair trade prices therefor. Plaintiff further alleges that defendants intend to continue said conduct to the irreparable damage of the good will and business of the plaintiff, thereby impairing the value of the trade-marks, brands and names under which Seagram products are sold, and unless defendants are immediately enjoined and restrained from continuing such conduct, plaintiff will suffer further irreparable damage.

There was a prayer for a preliminary injunction restraining defendants from *817 advertising, offering for sale or selling Seagram products at less than the stipulated prices, and for a final decree to the same effect.

Defendants’ verified answer denied all of the material allegations of the plaintiff, including the allegations that the matter in controversy, exclusive of interest and costs, exceeded the sum or value of $3,000, that plaintiff had no adequate remedy at law, that fair trade contracts had been executed in accordance with the Illinois Fair Trade Act, and that defendants had violated the provisions of said alleged contracts. The answer also stated (1) that plaintiff had abandoned and waived any and all rights it may have had as a result of the execution of alleged price-fixing contracts; (2) that the alleged price-fixing contracts do not comply with the provisions of the Illinois Fair Trade Act in that they lack the immediate vendor-vendee relationship required to bring a price-fixing contract within the exceptions provided under the provisions of said act; and (3) that the Illinois Fair Trade Act is unconstitutional and consequently plaintiff’s alleged price-fixing contracts executed thereunder are illegal and void.

The court held a hearing on plaintiff’s motion for a preliminary injunction, at •which time evidence was taken.

At this hearing vice president Teece of plaintiff, and vice president Lind of plaintiff and Joseph E. Seagram & Sons, Inc., of which plaintiff is a wholly owned subsidiary, testified that plaintiff has adopted a fair trade policy in every state having a fair trade act, and that over five thousand fair trade contracts identical to that introduced into evidence as plaintiff’s exhibit 2 had been executed in Illinois. It was stated that the purpose of these contracts was to protect the trade-marks and good will built up over a period of years by the plaintiff for Seagram products. During the last two or three years plaintiff has in fact spent over $3,000,000 in advertising and promoting their sale in Illinois. In addition, plaintiff has 32 “missionary men,” who continuously contact retailers with reference to the plaintiff’s products. They operate primarily in the city of Chicago, and are charged with the duty of determining whether the retailers they call on are maintaining plaintiff’s fair trade prices. Plaintiff also employs, from time to time, various shopping services to ascertain whether fair trade prices are being maintained.

Both Lind and Teece testified that unless the price cutting of plaintiff’s products by the defendants was restrained, plaintiff’s business would suffer grave and irreparable harm; that the good will built up over a period of years would be almost lost, the volume of plaintiff’s business would be cut by “at least 50 per cent in three months’ time;” that when a brand becomes involved in price-cutting “it loses its standing, and when it has lost its standing, it is through.”

On June 15,1954, an advertisement appeared in the Chicago Sun-Times in which all fifty-two defendant liquor stores offered for sale and advertised fifths of Seagram’s “VO” and “1 Crown” at $4.89 and $3.49, although the fair trade prices are $5.98 and $4.30 respectively. This advertisement was published by these defendants individually and collectively as the “Foremost Liquor Stores.” The defendant liquor stores are entitled to use the name “Foremost Store” as subscribers to the merchandising and promotional services rendered by the defendant “Foremost Promotions, Inc.”

Teece testified that over fifty liquor retailers in Chicago called on him the day the advertisement was published. One of the callers was the president of the “Illinois Package Association,” a group of Chicago liquor retailers. He wanted to know “immediately” what the plaintiff was going to do with reference to the price cutting and added:

“I have your merchandise on the shelf. If you don’t do something about it, I will take it off the shelf.”

Teece was also told that other members of this association were of the same opinion. Another complaint registered with Teece was by one of the managers of a chain of Chicago stores. He warned the *818 plaintiff that if something was not done about the advertisement, they proposed to take action.

Also or the day of publication of defendants’ advertisement, plaintiff’s Chicago manager responsible for “policing the market” in Cook County reported to Teece that there had- been a tremendous number oE telephone complaints from retail liquor dealers in Chicago. He said that two supervisors had been called ití to help handle these calls, and orders had been cancelled because of the defendants’ advertisement.

Free access — add to your briefcase to read the full text and ask questions with AI

Related

James B. Oswald Co. v. Dennis Neate
98 F.4th 666 (Sixth Circuit, 2024)
Powell-Cerkoney v. TCR-Montana Ranch Joint Venture
860 P.2d 1328 (Court of Appeals of Arizona, 1993)
Combs v. Ryan's Coal Company
785 F.2d 970 (Eleventh Circuit, 1986)
Combs v. Ryan's Coal Co.
785 F.2d 970 (Eleventh Circuit, 1986)
Westinghouse Electric Corp. v. Rio Algom Ltd.
617 F.2d 1248 (Seventh Circuit, 1980)
UV Industries, Inc. v. Posner
466 F. Supp. 1251 (D. Maine, 1979)
Somerset Importers, Ltd. v. Gold Standard Liquors, Inc.
309 N.E.2d 286 (Appellate Court of Illinois, 1974)
Heublein, Inc. v. Foremost Sales Promotions, Inc.
302 N.E.2d 233 (Appellate Court of Illinois, 1973)
Park, Benzinger & Co. v. Foremost Sales Promotions, Inc.
300 N.E.2d 564 (Appellate Court of Illinois, 1973)
Taylor Wine Co. v. Foremost Sales Promotions, Inc.
299 N.E.2d 556 (Appellate Court of Illinois, 1973)
Paddington Corp. v. Westville Bevverage Mart, Inc.
299 N.E.2d 554 (Appellate Court of Illinois, 1973)
Corning Glass Works v. Ann & Hope, Inc. of Danvers
294 N.E.2d 354 (Massachusetts Supreme Judicial Court, 1973)
Shulton, Inc. v. Hogue & Knott, Inc.
364 F.2d 765 (Sixth Circuit, 1966)
United States v. City of Jackson, Mississippi
206 F. Supp. 45 (S.D. Mississippi, 1962)
Parke, Davis & Co. v. G. E. M., Inc.
201 F. Supp. 207 (D. Maryland, 1962)

Cite This Page — Counsel Stack

Bluebook (online)
221 F.2d 815, Counsel Stack Legal Research, https://law.counselstack.com/opinion/seagram-distillers-corporation-v-new-cut-rate-liquors-inc-ca7-1955.