JR Cigars

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800-JR Cigar, Inc., more commonly known as JRCigar or JRCigar.com, is one of the largest wholesalers and retailers of cigars and cigar related products in the United States. The company originated as a cigar shop in Manhattan but now chiefly operates through on-line and catalog sales; however, the company maintains three retail outlets in North Carolina,^[1] the largest of the three being located in Burlington, North Carolina.

The company previously traded on the NASDAQ under the trading symbol JRJR after an initial public offering in 1997^[2]. The company was later acquired by the Spanish company Altadis S.A. in 2003^[3]. The company continues to operate as a wholly-owned subsidiary of Altadis.

The company has been prosecuting significant litigation against GoTo.com (Now Overture / Yahoo - The first to bring on Pay for Placement on a search engine) on the issue of whether the use of a trademark as a paid keyword in search engine advertisement constitutes trademark infringement. To be brief, Goto.com (Overture) was selling keywords such as "JR Cigars", "JR Cigar", and other variations of "JR Cigar" to competing cigar retailers - thus "illegally diverting traffic" from a trademarked name to other sites. In the latest decision^[4], the court held that GoTo had been making a “use” of the trademark “in commerce”, but concluded that it was unable to grant summary judgment on the issue of infringement, so that a full trial is necessary.