Pedro Pascal takes legal aim at cheeky ‘Pedro Piscal’ brand

A Chilean entrepreneur says he was ‘scared’ after receiving legal emails, as a global trademark dispute unfolds fast

A legal clash involving Pedro Pascal and a small Chilean spirits brand has ignited fresh debate around celebrity identity and trademark rights, with a cheeky pun at the centre of it all. The actor is currently pursuing action against a pisco label named ‘Pedro Piscal’, arguing that the similarity to his own name could mislead consumers and infringe on his personal brand.

The dispute traces back to 2023, when entrepreneur David Herrera registered the name ‘Pedro Piscal’ with a Chilean commercial authority. The product, a locally produced pisco, began appearing in bars and shops, quickly drawing attention for its playful twist on the actor’s name. Herrera has insisted the branding was inspired by wordplay and the pedro ximénez grape used in production, rather than any attempt to capitalise on the actor’s fame.

However, lawyers representing Pascal have taken a firm stance. Legal filings seek to transfer ownership of the brand name, with early developments reportedly favouring the actor in certain areas, including control over related online domains. While Pascal has not appeared in court personally, his legal team is pushing forward with claims tied to trademark protection and brand confusion.

Herrera has openly described his surprise at the escalation. He recalled receiving strongly worded legal messages, admitting the experience was intimidating given Pascal’s global profile. Despite this, he has maintained that the brand does not use the actor’s image or likeness, focusing solely on the name itself.

The case has also drawn attention because it reflects a wider pattern in Chile, where playful branding often borrows from pop culture. Previous disputes have seen businesses referencing figures like Mel Gibson and fictional icons such as Superman face legal scrutiny, sometimes with surprising outcomes. In some instances, smaller businesses have successfully defended their names, citing humour and cultural context.

What makes this situation particularly notable is Pascal’s strong connection to Chile. Born in the country and widely embraced there, his involvement adds a layer of national interest to the proceedings. The outcome could influence how far celebrities can extend control over their names in international markets, especially when humour and language play a role.

As the case continues, a final decision is expected later this year. For now, ‘Pedro Piscal’ remains on shelves.