PepsiCo Lawyers Don’t Want Any Bare Naked Branding

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Welshman Simon Doherty owns one of the smallest breweries in Wales, the wee Artisan Brewing Co. in Cardiff, but size doesn’t matter when it comes to trademarks.

PepsiCo’s lawyers caught wind Doherty was looking to trademark his “Bare Naked Beer” brand two years ago. The American beverage giant thought it was a little too close to its Naked Juice drinks brand. Apparently, the courts agree as a ruling now prohibits Doherty from using the name on his brews. He needs to make the switch to a new name within the next few months, and is offering 100 bottles of his finest for the winning suggestion (that doesn’t use the word “Naked.”)

Doherty wasn’t a complete loser on the day, though. “We can’t use the brand mark on our beer anymore but there was no case for using the brand on clothing so at least we won that battle,” Doherty told WalesOnline. “I have still been faced with the cost of representing myself in court, which was not cheap, but if PepsiCo had won outright I would have been facing astronomical costs.”

As Doherty figures out his next move, let’s just hope Canada’s Barenaked Ladies don’t slap their brand on a bottle any time soon. [Oops – Artisan informed us on Twitter it’s too late for that.]

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