The gin judgment comes as plant-based meat products gear up for a potential labeling fight, depending on whether a controversial “veggie burger ban” makes it through inter-institutional negotiations.
A German association for combating unfair competition brought the case against PB Vi Goods, which manufactures the gin copycat. A German court referred the case to the Court of Justice, which found a “clear prohibition in EU law” because the beverage does not contain alcohol. The product can be sold, but not as “gin,” regardless of whether or not it uses terms like “non-alcoholic” or “virgin.”
The top EU court has upended consumer trends in the past: it ruled against calling plant-based products “milk,” “cream,” “butter,” “cheese” or “yogurt”’” in 2017.