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.

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 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.