Hard Cider is Big Business and Anheuser-Busch Knows


We all know the cider biz is booming. Boston Beer Co. managed another feat of tapshare domination when it released Angry Orchard a couple of years back. And, Anheuser-Busch InBev is more than eager to get into the apple game’s big leagues. Their Michelob Ultra Cider wasn’t exactly a home run, and they’re trying again with the Stella Artois Cidre (no typo, it’s just fancy). Rumor is, 2014 will bring yet another brand of hard cider from the InBev crew, too: “Johnny Appleseed” brand. (Wonder how the small cider operation Chapman’s Brewing, also named for Johnny, feels about InBev’s new namesake?)

Still, just how eager is ol’ InBev to get in on the boom? As proof of their bit-chomping, or maybe just their superbly proactive approach to trademark monitoring, Anheuser-Busch has opposed the recently published mark “Pressman’s Gold” (Serial No. 79126512) for a brand of cider from the makers of Yellow Tail wines. Their beef? It’s not because InBev has a similar mark. Rather, they’re looking out for their future interests, and the rest of ours, too. The “Pressman’s Gold” mark didn’t disclaim the word “gold.” Just as a brewery doesn’t and couldn’t claim exclusive rights to the phrase “pale ale,” InBev thought this registration went too far, potentially locking up a descriptive term that everyone should be able to use. Does the future hold a Cidre Gold? Well, we’ll just have to wait and see.

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