AB/InBev, Jealous Protectors Of Trademark, Pretty Blatantly Committing Trademark Infringement
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Even if you haven't read through our previous stories about giant beer brewer AB/InBev being very much into protecting its intellectual property to the extreme, you probably would have guessed that to be the case as a matter of instinct. With a large legal war chest and an equally large legal team, the company has had no problem with gobbling up questionable trademarks and then wielding them as a weapon against even the smallest of non-competitors. With such a strict view on its own IP rights and such an expansive view on trademark law, you would think that InBev would be super into making sure it's own actions fell well within the bounds of trademark law.You'd be wrong. Patagonia, the rather well known clothier, has sued InBev over how it's used a trademark it received in 2012 for "Patagonia". While you're sure to be wondering how there could be customer confusion, as the apparel and beer markets are quite different, the details in this case definitely matter. We can start with what InBev did in the early days of holding the trademark, which mounts to essentially: not a thing.
AB InBev was granted a trademark to sell Patagonia beer in the United States in 2012, but the company sat on the name until 2018, when it started selling beer with the branding. Patagonia says their brand was created in the 1960's and is registered in 90 countries.So, one party has been using its trademark for decades while the other spent half a decade sitting on theirs. The rest of the details matter as well. For starters, Patagonia released its own brew, called Long Root, in 2016. InBev has also finally started using the Patagonia branding in part to tout a reputation for environmental work that InBev is now getting into. Patagonia, the company, has long been heavily involved in environmental initiatives as well. On top of that, InBev suddenly began setting up pop-up stores on ski hills and in ski villages, which is a prime marketplace for Patagonia. As part of those stores, InBev began selling Patagonia apparel, its rival company's market for its own trademark. And, keeping all of those details in mind, there is the logo InBev chose to use.
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