Brew Dog, Aldi Get Into Brand Battle With Good Nature, Not Cease And Desists
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It's been quite a brief but impactful journey for Brewdog, a self-styled "punk brewery." The history starts with Brewdog first going after a pub in the UK over trademarks, getting a fair amount of backlash for it, and then having Brewdog ownership not only rescinding all the threats, but inviting the pub to collaborate on a gin together. As part of that whole episode, Brewdog promised to "do better" when it came to IP enforcement and even covered the pub's legal costs. It was a nice story.One which the brewery has by all accounts lived up to. Subsequent stories about them here dealt only with a strange attempt by the Estate of Elvis Presley trying to stop the brewery from trademarking a craft brew entitled Elvis Juice. Brewdog won that one, by the way.And now again Brewdog is making news for itself by poking at a larger entity, but has once again managed to do it in such a human and awesome way that Aldi of all companies appears to be a willing participant in the fun. The whole thing started with Brewdog putting out an on-brand IPA beer entitled "Punk IPA." From there, Brendan Palfreyman, an IP attorney that specifically focuses on the craft brew industry and is a fantastic follow on Twitter, picks up the back and forth when Aldi decided to poke the Brewdog.
Phase 1: Brewdog makes Punk IPA
Phase 2: Aldi makes Establishment IPA
Phase 3: Brewdog makes Yaldi IPA
Phase 4: ? pic.twitter.com/zvq5FKBMzs— Brendan Palfreyman Esq. (@B_Palfreyman) August 20, 2020
We would have gone with ALD IPA, send us a crate and we’ll talk? https://t.co/seFaTVmRlv— Aldi Stores UK (@AldiUK) August 20, 2020
Deal @AldiUK We have changed the name to ALD IPA & we will send a case your way. Looking forward to making this happen https://t.co/b4OvYnNwLV pic.twitter.com/1z0owyxnOn— James Watt (@BrewDogJames) August 21, 2020
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