Johannesburg - Energy drink Mad Bull would in future be known as Mad Buzz after it was barred by the high court from using the Bull trademark, it emerged yesterday.
Brian Altriche, the chief executive of Rizo Investments, which produces the bottled drink, said: "We are relaunching the product under the name Mad Buzz and are confident it will continue to turn on people as it did before."
The effect of the court ruling, which followed a two-year protracted case with the makers of rival energy drink Red Bull claiming that Mad Bull was "riding on the coat-tails" of its product, is that further sales of Mad Bull are forbidden.
Rizo Investments was ordered to pay legal costs which are estimated at R500 000 by Red Bull. It also has to answer a legal action for damages, which Red Bull says could run into millions of rands.
Rizo Investments was not aware of the damages costs and was yesterday unwilling to speculate on the outcome of this issue. Altriche said the company would look at other avenues, if the were any, that related to the future of Mad Bull.
"We are still waiting for a report from our legal advisers to give us direction. But if there are promising avenues to bring back Mad Bull, we will pursue them."
He said it was difficult to estimate the cost of rebranding and refocusing Mad Bull into Mad Buzz.
However, Altriche said: "It's time to kill the bull and create a buzz. Mad Buzz will be on the shelves in the next couple of weeks with the same mad taste."
It will come in a similar bottle and price range. But the packaging will be different.
Rizo Investments said it was disappointed that the court had decided against a local producer and creator of many jobs.
Altriche said management of the company would try its best not to retrench staff.
"We will focus on our export potential to grow the company and safeguard the employment of workers," said Altriche.
Red Bull said Rizo Investments sought to portray itself as a brave local fledgling, but its endeavours had now been undone.
"Not because of any fundamental flaw in its production or marketing processes, nor was it beaten by the big guy, but rather because it sought to take unfair advantage of another brand's store of goodwill," said Red Bull.