Sam Adams Files Trademark for New Beer

Beer companies frequently file federal trademark applications for each beer name they come up with so that they are afforded protection if another company starts using a similar name on beer. Sometimes these applications are filed before the company even starts selling the beer, which gives consumers a sneak peek at potential new beers. In this case, the Boston Beer Corporation (aka Sam Adams) filed a federal trademark application for SAM ADAMS HEAVEN AND HELLES and HEAVEN AND HELLES on October 26th.

The goods listed on each application are simply "beer[.]" The company filed this application on an intent-to-use basis, which means it is not yet being sold but is currently in the works. If you're a fan of helles style beer, keep a look out for this one.