Greetings,

This is the first posting of a news-alert e-mail service provided by American Brewer.


This news letter will post items of special interest to brewers, members of the brewing and distilling community, and members of the media that covers the beverage alcohol business.

These postings follow-up the press releases distributed by services and discovers the story-behind-the story. Should you wish to contribute in any way to this venture please contact Peter LaFrance at plfrog@aol.com

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ITEM:

 

Over a couple beers, two of the more renowned figures of American craft brewing turned their swords into pens, which they then used to sign a significant check.

The public first learned of the accord immediately following the Awards presentation at the 2000 Great American Beer Festival, when Jim Koch and Sebbie Buhler announced their respective companies, Boston Beer Company and Rogue Ales were pledging $25,000 to promote the second annual American Beer Month to be held in July 2001. How this came to pass is a story of how two rivals met each other half way, and decided to take things a step further and help their industry as a whole.

According to Koch, he and Rogue president Jack Joyce met at the bar of a Holiday Inn in Baltimore during the Brewers' Conference, hoping to head off a couple of potential trademark infringement battles. At issue were slogans being used to promote the respective brands that contained the words "inside" and "revolution." Rogue holds the trademark for "It's what's inside that counts," and Sam Adams had been using "It's what's inside." Meanwhile, Sam Adams holds the trademark for "Sam Adams' Revolution," and Rogue had been using "So you want a revolution?."

Recognizing that a court battle could be costly for each of them, Koch and Joyce reached a compromise.  Sam Adams would continue to use "It's what's inside," and Rogue would continue to use "So you want a revolution?," each without fear of retribution from the other. At that point, Joyce suggested Koch make a gesture of good faith by donating $25,000 to promote American Beer Month. Koch agreed.

"The donation was made in the spirit of cooperation, which hasn't always been prevalent in this industry," said Koch, who seemed to acknowledge his role in past conflicts.

Other brewers have also contributed to the fund, including Larry Bell and John Hickenlooper, each of whom chipped in $1000.

(When I contacted Hank Stewart soon after receiving this piece of news he add the following: )

The $25,000 is coming from Boston Beer alone. It was Joyce's idea, but Koch wrote the check.

I know it seems a little strange, but it's as if Koch bought the use of "It's what's inside" from Joyce for $25,000 (and the use of "revolution"), but rather than take the money, Joyce suggested donating it to American Beer Month. Thing is, I'm not sure it's that clean-cut, and BB and Rogue are referring to it as a joint donation.

 

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