AB-InBev bullish after losing Bud trademark case

Anheuser-Busch InBev (AB-InBev) insists the decision to deny its flagship Budweiser brand a European Union-wide trademark will have “no effect” on business.

Bud

The European Court of Justice has ruled that the brewer cannot have exclusive rights to use the name in the European Union.

The ruling brings to an end a 14-year long legal dispute with Czech brewer Budejovicky Budvar to gain control of the Budweiser name in Europe.

Budejovicky Budvar uses the Budweiser name in several European countries.

AB-InBev had appealed an earlier decision by the European General Court refusing its trademark request because it clashed with the existing trademark protection Budejovicky Budvar already has.

Marianne Amssoms, vice president of global communications at Anheuser-Busch InBev, says: “This judgment has no effect on Anheuser-Busch InBev’s business in Europe or our existing Bud and Budweiser rights, which remain strong and intact.

“We have rights to the Bud or Budweiser trademark in 23 of the 27 European Union member states. Filing this application was an effort to further expand our extensive trademark rights and gain additional protections that we continue to believe are rightfully ours.”

Both companies have used the Budweiser name for centuries.

Budweiser means from Budweis, the previous name for the Czech city where Budejovicky Budvar is based.

US brewer Anheuser-Busch, bought by InBev in 2008, began making its Budweiser in 1876.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here