Corporate Giant Trader Joe’s Battles Small Business Owners of Joe’s Wine Co. Over Family Legacy and Store Name

New Yorkers of all stripes are rallying around Joe’s Wine Co., an independent, family-owned business located at 113 3rd Avenue, at the corner of 14th Street, in the heart of the East Village, Greenwich Village, and Union Square, who is facing an unexpected legal challenge from its corporate neighbor, Trader Joe’s.

Trader Joe’s has filed a lawsuit against Joe’s Wine Co., attempting to prevent the new store and its website, JoesWineCo.com, from launching. The retail giant claims trademark rights over the name "Joe," demanding that Joe’s Wine Co. abandon its name, refrain from using wood in its design, and stop selling discounted wine.

Trader Joe’s, with its annual revenue of approximately $16.5 billion and around 600 stores across the U.S., is owned by the Albrecht family from Mülheim, Germany. The Albrecht family also owns Aldi, a company estimated to be worth around $50 billion, making them one of the wealthiest families in the world. Known for being the most profitable grocery store per square foot, Trader Joe’s generates higher sales than competitors such as Whole Foods, Walmart, and Target.

Despite its massive size and influence, Trader Joe’s insists it holds exclusive rights to the name “Joe,” even though hundreds of businesses across New York City, including neighboring establishments like Joe's Pizza, Joe’s Coffee Co., Joe & The Juice, Joe's Pub, and Joe’s Ginger, use the name “Joe” in their branding.

Joe’s Wine Co., however, remains steadfast. The store is not only a wine and liquor retailer but also a celebration of the owner's family’s winemaking legacy, which dates back to 12th-century Spain. The name “Joe” was chosen to honor a long-standing family tradition, specifically the name "Joseph," which has been passed down through the generations for over 800 years.

The founders of Joe’s Wine Co. trace their roots to Spain, where winemaking was not only a craft but a way of life. A grand piano, a tribute to the founder’s grandfather – a world-class pianist – stands as the centerpiece of the store. The combination of wine and music reflects the family’s deep passion for both art forms, which has been passed down through generations. Joe’s Wine Co. aims to provide high-quality and affordable wines and spirits while honoring its rich cultural history.

Trader Joe’s, despite its corporate status, has also raised an unusual claim of territorial rights, citing the former location of a Trader Joe’s Wine Shop in the area. The wine shop, which had been operating successfully, closed its doors in August 2022 under controversial circumstances. Trader Joe’s insists the closure was unrelated to the unionization efforts at the store, stating that they were simply seeking a new location. However, many believe the closure was an effort to stifle the growing union movement.

Now, Trader Joe’s seeks to block Joe’s Wine Co. from operating in the same area, prompting many to question the reasoning behind the legal battle.

Joseph Strich, a spokesperson for Joe’s Wine Co., expressed frustration with the legal challenges the business is facing. “It’s hard enough to open a small business in New York City these days without the constant intimidation and threat of litigation we are receiving from Trader Joe’s,” Strich said. “We are the hardworking people here, real New Yorkers, trying to do something to honor our winemaking heritage and benefit this community by offering affordable and quality wine and spirits.”

Despite the legal challenges, Joe’s Wine Co. remains committed to its mission and legacy, hoping to serve the local community while navigating the pressures imposed by the corporate giant next door.