Budweiser - what’s in a name?

It’s been a battle raging for sometime – the use of the registered trademark for the world famous Budweiser Budvar beer originally from the Czech Republic. The St. Louis-based Anheuser Busch has been trying to purchase the Pilsner trademark for global use from the Czech company for decades. Although successive Czech governments have steadfastly opposed this or any privatization of the state-owned company, the beer from the town of Ceske Budejovice continues to face an uphill battle.

A European court ruled in favor of Anheuser-Busch Tuesday, June 12, allowing the company to use Budweiser and the Bud brand name on t-shirts, baseball caps, barbecue sauces and other retail merchandise.

Although this ruling doesn’t apply to the beer itself, the two companies are still fighting over the name in different European countries. In Italy, the Czech beer must be sold as Czechvar instead of its official name, Budovar. In Spain Budovar retains its name and the American beer has to be sold simply as Bud.

This latest judgment applied only to retail items, ruling that the appellations that protect beer itself did not extend to merchandise. Commenting on the ruling, Budweiser Budovar said that it would not be affected by this decision, "Products in different categories are not Budejovicky Budvar's area of business."

Trademark disputes and EU certification

When the Czech Republic became part of the European Union (EU), the appellation Protected Geographical Indication was granted for “Budweiser Beer” and “Ceske Budejovice Beer”. This seal protects the beer in the EU, guaranteeing that it would always be produced from the same raw materials and in the same area.

Anheuser-Busch bought the rights to the Budweiser Budvar trademarks for the territory of the USA just prior to World War II. This has allowed the American brewery to attain registered trademarks in some other countries where it sells its products under the Budweiser name.

Budweiser Budvar has 380 registered trademarks in over 100 countries. The name Budweiser comes from the Bohemian town where it’s produced - Ceske Budejovice, also know as Budweis in German. The Pilsner beer has been brewed here since 1265. Founded by King Premysl Otakar II, Ceske Budejovice even served as the royal brewery for the Holy Roman Emperor!

Budweiser Budvar stands its ground

Budweiser Budvar produces four varieties - its standard red label Budvar, the pale gold label Budvar, the non-alcoholic green label Budvar Free, and the red label Budvar Strong which is fermented in the lager for 72 days. The water, locally grown hops and flavor distinguish it from the American version, which brews its beer with rice.

More than 70 administrative proceedings are currently facing patent offices worldwide and another 40 court cases over the trademark dispute remain. Most legal decisions have upheld the legal rights of Budweiser Budvar and the brewery has won victories in major trademark disputes in Great Britain, Australia, Japan, South Korea, Greece, Portugal, Denmark, Sweden, Finland and New Zealand.

Budweiser Budvar is the last of the large breweries which has an exclusively Czech capital. The company is significantly smaller than its American rival; however, it still commands an honorable place on both the European and international markets. It redirects part of its profits into culture, education, and health care in the Czech Republic. The company’s steadfastness is likely to continue as it seeks to protect not only its trademark, but its centuries-old beer-brewing tradition.