As we approach the summer, many of us enjoy a refreshing cold beer to quench our thirst on a warm day. As a beer lover, I was recently enjoying a pale ale when I started to consider the intellectual property (IP) that is in each sip. From ancient origins to modern craft creations, beer has been a British staple for thousands of years, and continues to bubble with innovation, creativity and protected ideas in the 21st century.
A trade mark toast
Did you know the UK’s first registered trade mark was for a beer logo? In 1876, Bass Brewery secured trade mark UK00000000001 for their original beer label featuring a red tringle, making history as the UK's first registered trade mark. The iconic beer even appeared in an early example of product placement with its recognisable branding featured prominently in Manet's "A Bar at the Folies-Bergère." This pioneering mark still protects the symbol that adorns Bass beer bottles today, demonstrating the enduring power of trade mark protection.
However, its not just their longevity that makes a trade marks a valuable asset for businesses - they’re essential tools that protect a brand’s identity. Global brands and household names continue to update their trade mark portfolio, with beer labels old and new, logos, and brand names all often having registered trade marks. Peroni exemplifies this approach with trade marks such as UK00003133737, safeguarding the distinctive identity of this Italian beer brand.
Modern craft breweries have followed suit, recognising the vital importance of protection in an increasingly crowded marketplace. Beer company Beavertown maintain a well-stocked trade mark portfolio that protects all aspects of their brand. Whether it's the words alone (UK00004072309), stylised words (UK00004072305), a logo (UK00004072301), or a combination of those things, they understand that distinctive visual identities deserve protection.
Designed to pour perfectly
Beyond trade marks, beer has a number of forms of IP that they use, including registered designs. Whether it's an engraved pattern on a bottle or the distinctive silhouette of a beer pump, these visual elements can all be protected as registered designs.
Take Grolsch for example. The design of their bottle has become synonymous with the brand, and the company has wisely registered this design (GB700009002626267). And it's not just the bottles that receive design protection - Grolsch also holds registered designs for their beer pumps (90004625020001), ensuring their appearance remains protected, helping to improve brand recognition.
The patented pour
Although the basics of brewing may be thousands of years old, brewing companies continue to innovate their production methods and improve processes.
The evolution of brewing patents tells the story of beer's modernisation. Patent GB981715A protects a method for the reduction of haze in beer. Meanwhile, GB2632397 protects a container for beverages, representing an innovative solution for beer storage that maintains freshness and flavour.
Furthermore, patents extend beyond the beer itself to the entire ecosystem of brewing and delivery. GB2629346, a "method and apparatus for treatment of conduits and the like," reduces the risk of beer spoiling during the transport from brewery to bar. Even major established brands continue to innovate as evidenced by Coors Brewing Co's 2022 application, GB2624598A, for a system maintaining carbonation levels in beverages.
These innovations showcase the delicate balance between tradition and progress in brewing. While many brewers pride themselves on traditional methods, patented processes have made beer more consistent, stable, and accessible without compromising quality.
Cheers to that
So next time you raise a glass, consider the complex web of intellectual property that made that moment possible. From the trade mark on the label, to the patented carbonation process and the registered design of the bottle, every sip represents centuries of protected innovation and creativity.
Will you look at your next pint differently now that you know about the invisible layers of IP protection swirling within it?
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1 comment
Comment by Clive Bonny posted on
Enjoyable blog thanks. May I add the value of trademarking a motto/slogan? Carlsberg's "probably the best beer in the world" being a good example. I've even managed to register and protect "ahead of a curve". Be forward thinking with your slogan!