Global drinks giant Red Bull has launched legal action against a New Zealand energy drinks maker over an alleged copyright breach.

Red Bull's lawyers wrote to its latest competitors outlining perceived copyright breaches.

"It was inevitable that the Red beverage would gain sales as a result of being associated with Red Bull and that it would mislead and deceive consumers," it says.

"It even smells and tastes like Red Bull energy drink."

However, the Kiwi-based manufacturer of the 7 per cent alcoholic drink has seemingly stuck two fingers up at the legal threat.

Red has been using quotes from Red Bull's legal threat in some of its marketing campaigns.

The cheeky company has even put its red-and-white cans alongside Red Bull's distinctive blue-and-silver cans and asked consumers, "Can you spot the difference?"

On its Facebook page, Red said: "They're worried you might mistake our drink Red can for a can of Red Bull. While we're certain they have only your best interests at heart, we think you'll be able to spot the difference."

The Christchurch company did not respond to requests to comment.

Red Bull also refused to enter the discussion.

(Source: The New Zealand Herald)