No Joe for now at Joe's Wine Co.

The signage is down outside Joe's Wine Co. at 111 Third Ave. between 13th Street and 14th Street.

As reported earlier this month, Trader Joe's is accusing Joe's Wine Co. of violating the grocery chain's intellectual property rights. 

Per Supermarket News: 

Trader Joe's alleges that Joe's Wine Co. originally used a circular logo, color scheme, and wood paneling similar to the grocer's distinctive trademarks and aesthetic. 

After receiving notice of an impending lawsuit from Trader Joe's, Joe's Wine Co. removed its name and signage and assured Trader Joe's it would select a new name and branding, according to the lawsuit. However, the lawsuit states that, in mid-November, Joe's Wine Co. continued to use the name "Joe's Wine Co." and wood paneling similar to Trader Joe's. 

An EVG reader noticed that the signage was down this past week, and the interior was in disarray. "There are boxes all over the floor, so not really conducive for shopping, although someone did sell me a couple of bottles of wine." 

Joe's name and logo were also removed from the wine store's social media accounts ...

Back to Supermarket News: 

Trader Joe's is seeking injunctive relief and monetary damages for trademark infringement, false designation of origin, false advertising, unfair competition, and trademark dilution under the Lanham Act and New York state law. The Lanham Act is a federal law that addresses trademark infringement. 

We reached out to the business to ask about a name change.

Joe's Wine Co. opened in November. State Liquor Authority paperwork from July 2023 lists the ownership as Taste Wine LLC, a business previously located at 50 Third Ave. between 10th Street and 11th Street... (public records now list the name as Joe's Wine Inc.) 

Gary Landsman opened Taste Wine in 2015 before closing in May 2020 to focus on raising awareness and finding a treatment for the fatal genetic disease that his two young sons have. At the time, he said he was hopeful about selling the business. 

Taste Wine reopened in the fall of 2020 under new ownership before shutting down in early 2021.

ICYMI: Trader Joe's sues the recently opened Joe's Wine Co. for infringing on its intellectual property rights

Top photo from last month; 2nd photo from May

The recently opened Joe's Wine Co. at 113 Third Ave. is being sued by a bigger Joe. 

As Gothamist (and other outlets) reported the other day, Trader Joe's has filed a lawsuit against the shop between 13th Street and 14th Street in the United States District Court for the Southern District of New York. 

Per Gothamist: 

The grocery chain says Joe's Wines Co. is infringing on its intellectual property rights, confusing customers by opening a "knock-off wine store" ... just blocks away from its former Trader Joe's Wine Shop that abruptly closed in 2022 after workers there tried to unionize. 

Trader Joe's wants the store to change its name and pay damages, according to the 31-page suit filed this month But Joe's Wine Co. claims Joseph is a family name that goes back hundreds of years, and the store "celebrates a family heritage of winemaking that dates back to 12th-century Spain" ... And their lawyer points out that plenty of New York businesses, including Joe's Pizza next door to Trader Joe's, use the name "Joe" in their title. 

The suit is about more than just the name. In it, Trader Joe's attorneys claim the wine store stole the chain's entire aesthetic, including its initial use of a red circular logo, color scheme and wood paneling to "ape the look of a Trader Joe's store."

According to Supermarket News, "Trader Joe's is seeking injunctive relief and monetary damages for trademark infringement, false designation of origin, false advertising, unfair competition, and trademark dilution under the Lanham Act and New York state law. The Lanham Act is a federal law that addresses trademark infringement." 

Read more background about the new Joe's from our May post below... 

 Previously on EV Grieve: 

• Joe's Wine Co. (NOT Trader Joe's) coming to 3rd Avenue

Opening alert: Joe's Wine Co. on 3rd Avenue

Updated: Joe's Wine Co. is now open at 113 Third Ave. between 13th Street and 14th Street. 

Updated 2: Trader Joe's is suing the shop for encroaching on its Joe name, per Gothamist.

We first spotted the coming-soon signage back in early May. According to its Instagram account, "From classics to surprises, our wines and spirits in the East Village have it all." 

As previously noted, there was some discussion about the name and whether it was an attempt to capitalize on Trader Joe's Wine Shop, which closed around the corner in August 2022. (And as someone noted, do people think Joe's Pizza on 14th Street is part of Trader Joe's?) 

You can find the business website here.

Joe's Wine Co. (NOT Trader Joe's) coming to 3rd Avenue

Updated Dec. 1: Trader Joe's is suing the shop for encroaching on its Joe name, per Gothamist.

Signage is up for Joe's Wine Co. at 113 Third Ave. between 13th Street and 14th Street...

The shop will sell wine and spirits, and its Instagram account promises a "huge selection" of wines for $12 and less. No word on an opening date. You can follow the shop here.

Several EVG readers shared photos of the storefront signage, and there was a discussion about the name and any possible confusion with Trader Joe's Wine Shop, which closed around the corner in August 2022. (That retail space now houses Trader Joe's Pronto.)

Joe's Wine Co. is an entirely separate entity from Trader Joe's. State Liquor Authority paperwork from July 2023 lists the ownership as Taste Wine LLC, a business previously located at 50 Third Ave. between 10th Street and 11th Street... (public records now list the name as Joe's Wine Inc.)

Gary Landsman opened Taste Wine in 2015 before closing in May 2020 to focus on raising awareness and finding a treatment for the fatal genetic disease that his two young sons have. At the time, he said he was hopeful about selling the business. 

Taste Wine reopened in the fall of 2020 under new ownership before shutting down in early 2021. According to the Post, someone stole the shop's entire $300,000 inventory of alcohol during that time.

And 50 Third Ave. is now part of the vacant assemblage that workers are demolishing to create a new mixed-use development.