The number of craft breweries on the rise is making it a great time to be a beer drinker. Craft beer growth, however, has sparked a variety of trademark legal battles making it a challenging time to be a craft brewer.
Because innovation in brewing style and taste is the hallmark of craft brewing, the brand message conveyed by the brewer’s trademark is critical. Brewers know that trademarks are powerful shorthand marketing messages. With just an image, short phrase or word or two, a craft brewer can communicate it’s brand story to consumers.
Successful craft brew branding, however, requires the trademark not only tell the brewer’s story, but do so without causing conflicts with other brewers and trademark owners.