Is This Trademark Application For a New Sam Adams Beer Logo?

The Boston Beer Company may be re-branding the Samuel Adams line of beer with a new logo if a recent trademark application is any indication. On July 1st, the beer company filed a federal trademark application for the logo seen below in Class 032 for "[b]eer."

The company filed this application on an intent-to-use basis, suggesting it is [probably] not using this mark in commerce yet, but has a bona fide intention to do so in the near future. 15 USC 1051(b).

According to a quick search, Boston Beer Company owes 203 live federal trademark applications or registrations, most of which are for names of various beers, including the BREXIT application I blogged about last week.

Boston Beer Company Files Trademark Application for BREXIT

On June 24th, as the world was contemplating the consequences of the United Kingdom's "Brexit" vote to leave the European Union, others were filing applications to register the term as a trademark. One of those entities was the Boston Beer Company (the owner of the Sam Adams trademark).

On that day, the beer company filed a trademark application with the Trademark Office for BREXIT in Class 033 for "[h]ard cider." The application was filed on an intent-to-use basis. Don't be surprised if the Boston Beer Company comes out with a BREXIT Cider soon.

Applications to register BREXIT as a trademark were also filed on June 24th by an individual in Chicago in Class 025 for clothing and by a company in Colorado in Class 005 for dietary and nutritional supplements.