No more Veloce?

I recieved this letter in my in-box this morning:

"VELOCE LIQUORE DI MILANO HAD A LEGAL CHALLENGE FOR THE RIGHTS TO THE VELOCE NAME WITH BAR VELOCE IN NEW YORK LAST SEPTEMBER. WE HAVE DECIDED THAT EFFECTIVE IMMEDIATELY VELOCE LIQUORE DI MILANO WILL BE RENAMED TO DIMMI LIQUORE DI MILANO.

DIMMI IS A WORD IN ITALIAN THAT IS USED FREQUENTLY EVERYDAY AMONG FRIENDS.IT IS AS COMMON AS THE WORD CIAO. IT MEANS "TELL ME" IN FRIENDLY WAY. IT IS NOW THE NEW BRAND TRADEMARK FOR LIQUORE DI MAILANO. THE NAME TRANSITION FROM VELOCE TO DIMMI WILL BE OVER THE COURSE OF THE NEXT SEVERAL MONTHS.

WE ASK OUR FRIENDS, CONSUMERS AND ACCOUNTS FOR YOUR PATIENCE AND SUPPORT DURING THIS TIME. THE ONLY THING TO CHANGE WILL BE THE NAME. THE GLASS, BOTTLE DESIGN AND OF COURSE THE WONDERFUL SPIRIT IN THE BOTTLE WILL ALL REMAIN THE SAME.

THANK YOU ALL KINDLY,

STEFANO AND CHRISTINA TURRINI"

I think this is pretty sad. While they are a fairly new brand and I do not anticipate too much confusion for them, they really do not deserve the hassle. I went online and found the website for the three Veloce bars and they no not appear to even have full liquor licenses.

I congratulate the Turrini's for handling this setback in a mature and responsible way and wish them great success in the future.