Fiorelli Winery sues nearby Fierro Winery over brand confusion: complaint allegations

What was filed

The docket lists a complaint with jury demand filed on September 29, 2026, in the U.S. District Court for the Middle District of Florida, Tampa Division. The case is Three Doves Enterprises, Inc. d/b/a Fiorelli Winery & Vineyard v. Fierro Winery, LLC and Jonathan Fierro, No. 8:26-cv-02991. Document 1 is that complaint. The cause of action is listed as 15 U.S.C. § 1125 trademark infringement (Lanham Act), and the nature of suit is 840 Trademark. The docket does not show a judgment.

What the complaint alleges

The complaint says Fiorelli is a family-owned and operated business established in or around 1998, with its principal place of business in Bradenton, Florida, and that it offers wines, a tasting room, and event and venue rental services under the Fiorelli brand. It identifies three Florida trademark registrations: No. T26000001082 for FIORELLI WINERY & VINEYARD, No. T26000001083 for a FIORELLI WINERY & VINEYARD grapes design mark, and No. T26000001085 for a FIORELLI WINERY & VINEYARD tree design mark, each covering wine, winery services, wedding and event venue, wine production, and grape farming. It does not plead a federal registration.

It alleges that Defendants opened Fierro Winery in Palmetto, Florida, in the same county and less than 25 miles from Fiorelli's winery, and advertise under a FIERRO WINERY mark that is confusingly similar to the Fiorelli Marks, including on fierrowinery.com. It alleges that Fiorelli's counsel sent a cease-and-desist demand on February 3, 2026, and a follow-up on April 20, 2026, and that it received no response. The first claim alleges false designation and unfair competition under 15 U.S.C. § 1125(a). Later claims allege common-law unfair competition, Florida statutory trademark infringement under Fla. Stat. § 495.001 et seq. (including § 495.131), and common-law trademark infringement. The prayer seeks Defendants' profits and damages, enhanced damages and attorney fees under 15 U.S.C. § 1117, damages and fees under the Florida statute, and preliminary and permanent injunctive relief. That is a prayer for relief. A court has not granted it.

A complaint is not a ruling

None of this is a finding. A newly filed complaint tells you what Fiorelli alleges about Fierro Winery branding in Manatee County. It does not tell you that Defendants infringed a mark or competed unfairly. The court has not decided the case.