Drinks industry rocked by trademarking of ‘craft’
Think your brand is 'craft'? Think again
The drinks industry was sent into panic today when it emerged that a start-up brewery in the US has snapped up the global trademark rights for the term 'craft'.
Kansas-based Bearded Hogwash Brewing Co has confirmed to just-drinks that it has acquired the 'craft' trademark across all markets. Companies across the beer, soft drinks and spirits categories will subsequently no longer be able to use the term in any of their marketing or advertising activities, nor be able to refer to any brand as being 'craft'.
"We are expanding across the US and will eventually take over the world," said brewmaster Dorothy Hogwash. "It's safe to say we're not just in Kansas any more."
Marketers across the world's largest drinks companies are in urgent discussions this morning to agree a replacement term for 'craft'. Among those being considered are 'artisan', 'indie' and 'wang'.
While 'craft' dominates the beer, soft drinks and spirits categories, the wine industry has resisted adopting the term. "To say we're relieved would be to put it mildly," a spokesperson for the World Wine Federation said this morning. "We got close on a number of occasions.
"We're stupid," the spokesperson added, "but we're not that stupid."
- Ten questions for Diageo - Analysis
- Have spirits companies forgotten the mainstream?
- How craft beer has shattered its US shackles
- Ashwagandha - The next functional drinks trend?
- New CEO sparks optimism at Coca-Cola - Analysis
- Moet Hennessy unaffected by LVMH Dior buy
- BrewDog moves into spirits with LoneWolf launch
- Portman Group heads to Tesco for new chief exec
- William Grant names Europe & NA Travel Retail head
- Johnnie Walker Bourbon Cask & Rye Finish - NPD
- Global Scotch insights - market forecasts, product innovation and consumer trends
- Global Champagne and sparkling wine insights - market forecasts, product innovation and consumer trends
- Battle of the Generations - The fight for iGen, Millennial, Gen X and Baby Boomer consumers
- Craft Beer: Coming of Age or Past Its Prime?
- Myanmar - ISA Country Report