Actor Pedro Pascal is currently engaged in a legal dispute with a Chilean pisco producer who has adopted a playful name for his brand: Pedro Piscal.
In 2023, David Herrera registered the brand with a Chilean commercial authority and commenced sales of his pisco at various retail outlets and restaurants.
“We experimented with several names, but Pedro Piscal resonated with us,” said Herrera, 41. “As we were planning a trip to the Pisco region, we suddenly started receiving stern emails from lawyers. It was quite intimidating to get legal communication from a celebrity.”
Pascal, who hails from Chile and enjoys considerable fame in his native country, did not attend the court proceedings but has filed a claim to gain control over the brand name, citing its resemblance to his own.
This is not the first instance of a Chilean businessperson facing legal action from a Hollywood star over a humorous name. A honey company named Miel Gibson, which featured an image from Braveheart on its label, successfully defended its right to continue using its name after being sued by the actor.
In another notable case in 2020, DC Comics pursued legal action against a bakery in Santiago that had operated under the name Superpan for thirty years while using imagery of Clark Kent and his iconic “S” symbol. The bakery ultimately triumphed in the dispute.
Additionally, Matías Jara runs a car wash named Star Wash, which draws heavily from the Star Wars franchise and even employs its distinctive font. “Chileans are known for their playful spirit,” Jara remarked. “We enjoy humor and wordplay, often adapting English song lyrics to fit our culture. I’m a big Star Wars fan and aimed to make my brand stand out.”
Once a month, customers have the opportunity to have their vehicles cleaned while being entertained by Chewbacca or under the supervision of Stormtroopers, as the car wash has become a popular gathering spot for cosplayers.
Star Wash initially won a legal confrontation with Lucasfilm, the owner of the Star Wars brand, allowing it to retain its name. However, a pending case may still require Jara to alter his company’s title.
Regarding Pedro Piscal, Herrera expressed, “I stand by my choice wholeheartedly.” He mentioned that he and his cousins enjoy a drink known as a piscola—comprising pisco and Coca-Cola served over ice—and affectionately refer to it as a piscal. He added that the name Pedro is derived from the pedro ximénez grape variety used in making the spirit.
In contrast, Pascal’s legal representatives hold a different view. Juan Pablo Silva, managing partner of the firm representing Pascal, refrained from commenting on the ongoing matter but pointed to initial judgments that awarded ownership of two online domains from Herrera to Pascal. He also noted the actor’s successful trademark registration as reasons for optimism regarding a forthcoming ruling, which is expected before year’s end.
Herrera defended his position by stating, “We do not use Pascal’s image or likeness in any way. Our focus is solely on providing a quality product.”
