When defending your brand’s trademark backfires

In infringement wars over branded property, sometimes David wins, sometimes Goliath wins, and occasionally both hit PR paydirt. Heed these lessons from recent and ongoing scuffles.

Ragan Insider Premium Content
Ragan Insider Content

What is the tipping point where these retail giants’ actions transcend brand protection and risk becoming public relations blunders?

In this day and age, perhaps it’s only fitting that the King of Beers wants to choose its own queen. Anheuser-Busch InBev set out to prevent She Beverage, a California company that sells craft beer marketed to women, from taking the throne as “The Queen of Beer” recently.

She Beverage registered “The Queen of Beer” phrase last year, and Anheuser-Busch filed a notice of opposition in August, according to Fortune. Anheuser-Busch routinely opposes trademark filings to protect its intellectual property and prevent consumer confusion. They have a history of winning, too.

She Beverage co-owner Lupe Rose has said she chose the tagline because there is no official “Queen of Beer,” and She is a company owned by women, according to a St. Louis Post-Dispatch article. The brewery may not win this battle, but the publicity surrounding it should serve She well.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.