“Trademark Issues Are Bubbling Up Around Hard Seltzer” by Joy Durand Published by North Bay Business Journal
From the article:
“Meteoric,” “phenomenal,” and “massive” are frequently used to describe the growth of the hard seltzer category across the U.S. alcoholic beverage industry. Sales of hard seltzers ballooned from around $500 million in 2018 to more than $4 billion in 2020.
Many producers who have traditionally offered beers, spirits or wines have added hard seltzers to their product offerings. For example, Boston Beer Company, Anheuser Busch, Constellation Brands, Smirnoff, Jose Cuervo and Barefoot Wine have all released hard seltzer inspired beverages.
However, as producers rush to capitalize on the burgeoning hard seltzer market they are encountering novel legal issues and, for some, finding themselves in contentious trademark disputes.