15:38 • 20 Nov 2008
Notes & Quotes
This Bud's for us!
For more than a century, two companies have been fighting over the marketing rights to the brand name ‘Budweiser’. In the blue corner we have the world’s biggest brewery, Anheuser-Busch, which has been making a beer called ‘Budweiser’ since 1876. Depending on who you listen to, the founder of the company, Adolph Busch, either picked the name at random while looking at a map of southern Bohemia, or named his lager in a fit of nostalgia for a glass he had consumed their 11 years earlier. Anyhow, he registered the name ‘Budweiser’ as a US trademark.
In the red corner we have the tiny Budejovicky Budvar company, hailing from the Czech city of Ceske Budejovice, or Budweis as it is known in German. The brewery was established in 1895, 19 years after Anheuser-Busch began producing ‘Budweiser’. But the local beer had always been called ‘Budweiser’, and the company saw no reason to break with tradition.
1911:
Round 1
The rivals agree to divide the world into two spheres of influence. Budvar will refrain from selling its beer north of the Panama Canal, Anheuser- Busch will do likewise in Europe.
1976:
Round 2
The Czech company launches a bid to prevent Anheuser-Busch registering either ‘Budweiser’ or ‘Bud’ as a UK trademark. It takes 12 years, but they are eventually successful. Until the UK registrar does a Uturn and allows Anheuser-Busch to register the name ‘Bud’.
1979:
Round 3
The US brewery attempts to prevent the Czechs from using either name in the UK, on the grounds of passing off. The courts dismiss this claim, arguing (correctly) that British drinkers are aware of both products and are discerning enough to know which one they wanted.
Round 4
The Swiss courts block Anheuser-Busch from using either name in Switzerland, on the grounds that ‘Budweiser’ indicates the place of origin in a similar way to ‘champagne’.
Glasnost and beyond:
Round 5
The Iron Curtain dissolves. During the 1990s, Budvar expands into new territories. The Americans start to get nervous.
Round 6
A frenzy of punches and counter punches. Budvar claims victories in South Korea, Japan, New Zealand, Latvia, Australia, and Denmark. Anheuser-Busch wins in Argentina, Australia, Brazil, Denmark, Finland, Nigeria, Hungary, Italy, New Zealand, South Africa, Spain, Sweden and Tajikistan. Some of those countries are in both lists. Everyone is confused.
Round 7
An ambiguous round. Budvar finally achieves a presence in the US market, after an absence of six decades, but at the price of changing its name. ‘Czechvar’ receives US Patent Office approval in 2002.
Round 8
At the time of writing, the rivals are still slugging it out in the courts of more than 40 countries. Neither shows any sign of flagging. The argument may rumble on for eternity.
For more than a century, two companies have been fighting over the marketing rights to the brand name ‘Budweiser’. In the blue corner we have the world’s biggest brewery, Anheuser-Busch, which has been making a beer called ‘Budweiser’ since 1876. Depending on who you listen to, the founder of the company, Adolph Busch, either picked the name at random while looking at a map of southern Bohemia, or named his lager in a fit of nostalgia for a glass he had consumed their 11 years earlier. Anyhow, he registered the name ‘Budweiser’ as a US trademark.
In the red corner we have the tiny Budejovicky Budvar company, hailing from the Czech city of Ceske Budejovice, or Budweis as it is known in German. The brewery was established in 1895, 19 years after Anheuser-Busch began producing ‘Budweiser’. But the local beer had always been called ‘Budweiser’, and the company saw no reason to break with tradition.
1911:
Round 1
The rivals agree to divide the world into two spheres of influence. Budvar will refrain from selling its beer north of the Panama Canal, Anheuser- Busch will do likewise in Europe.
1976:
Round 2
The Czech company launches a bid to prevent Anheuser-Busch registering either ‘Budweiser’ or ‘Bud’ as a UK trademark. It takes 12 years, but they are eventually successful. Until the UK registrar does a Uturn and allows Anheuser-Busch to register the name ‘Bud’.
1979:
Round 3
The US brewery attempts to prevent the Czechs from using either name in the UK, on the grounds of passing off. The courts dismiss this claim, arguing (correctly) that British drinkers are aware of both products and are discerning enough to know which one they wanted.
Round 4
The Swiss courts block Anheuser-Busch from using either name in Switzerland, on the grounds that ‘Budweiser’ indicates the place of origin in a similar way to ‘champagne’.
Glasnost and beyond:
Round 5
The Iron Curtain dissolves. During the 1990s, Budvar expands into new territories. The Americans start to get nervous.
Round 6
A frenzy of punches and counter punches. Budvar claims victories in South Korea, Japan, New Zealand, Latvia, Australia, and Denmark. Anheuser-Busch wins in Argentina, Australia, Brazil, Denmark, Finland, Nigeria, Hungary, Italy, New Zealand, South Africa, Spain, Sweden and Tajikistan. Some of those countries are in both lists. Everyone is confused.
Round 7
An ambiguous round. Budvar finally achieves a presence in the US market, after an absence of six decades, but at the price of changing its name. ‘Czechvar’ receives US Patent Office approval in 2002.
Round 8
At the time of writing, the rivals are still slugging it out in the courts of more than 40 countries. Neither shows any sign of flagging. The argument may rumble on for eternity.