The court, however, did offer the U.S. brewer some glimmer of hope when it deferred judgment on the use of the name "Anheuser Busch Bud." A decision is expected by the fourth week of May.
Anheuser-Busch's attempts to extend the Bud name, available in many major European markets, to Germany has been thwarted for decades. As far back as 1911, a rival Czech brewery that also uses the name Budweiser stopped the St. Louis-based brewer from introducing the "Bud" name in Germany, Austria and France.
Anheuser-Busch, in association with Berlin-based Berliner Kindle brewery, tested a brand in the former East German capital, supported by a campaign through Admenting. The test ended six months later, described in the local trade press as the "flop on the Wall." -- Dagmar Mussey
Copyright May 2001, Crain Communications Inc.