STARBUCKS Loses “CHARBUCKS” Claim In good news for those who like to root for the small family business over the big corporate monolith, Starbucks recently lost a claim in the 2nd U.S. Circuit Court of Appeals against a Tuftonboro, New Hampshire company who sold their coffee under the brand name “Mr. Charbucks.” The case illustrates the challenges in asserting a case of trademark dilution – but were there any real winners, after 12 years of legal battling?