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According to Australia's Herald Sun newspaper,

A spokeswoman for Absolut parent said: "Best bartender competitions are commonly used in the spirits and television industries.

"Absolut was planning to sponsor a best bartender reality show before it heard from Mr Talbot."

Talbot's show concept was called 'Charity Mixology' and was designed to raise money for Australian charities.

The spokeswoman said: "We did not copy any aspect of his 'Charity Mixology' concept in the show we sponsor on LXTV -- 'On the Rocks'. We are confident that the court will agree."

Talbot is seeking damages in the region of £33m (Aus$76m) because Absolut broke its confidentiality agreement with his company Charity Group and presented a similar idea to NBC, which resulted in the greenlit series 'On The Rocks: The Search For America's Best Bartender'.

Talbot said he learned about the new show when he saw a link on Facebook in which Absolut was promoting it.

the complaint document says: "The ... show misappropriates the very concept and structure of the 'Charity Mixology' show -- it is a reality show in which bartenders compete to create the best cocktails ... Absolut has, in blunt terms, stolen Charity Group's confidential information."

Absolut is also involved in a UK legal case filed last October in which it is claiming damages from Absolute Radio, which changed its name from Virgin Radio last autumn.

Absolut claims Absolute Radio is infringing its trademark and passing off its services as those of Absolut.