The oldest son of David and Victoria Beckham has been at loggerheads with beer brand Beck’s over a trademark application to name his restaurant Beck’s Burgers. However, the pair have reportedly reached a compromise.
Brooklyn Beckham, 26, is preparing to open a burger restaurant called Beck’s Buns in the US as part of his wider company Buster Sauce Inc. The burger venue will see Beckham’s premium and organic Cloud23 hot sauce served on luxury patties in a dual-branded venture, with the opening representing the next step in Beckham’s “journey as a tastemaker.”
However, it hasn’t been smooth sailing in the build up to the launch as a dispute with German beer company Beck’s over the restaurant’s proposed name threatened to derail the business.
Established in 1873 by Heinrich Beck and merchant Thomas May, Beck’s beer was originally produced in Bremen by the brewery Kaiserbrauerei Beck & May o.H.G and has a 152-year history of using the name. Its history in the US has been much shorter with Beck’s only having been brewed in the United States since 2012, when production of Beck’s beer began in a St Louis, Missouri facility.
The brand claims that some 3,000 bottles of Beck’s beer are opened every minute around the world.
Brewery veto
Beckham’s original trademark application expressed his desire to use the name Beck’s in the United States on everything from sauces and clothing to kitchenware and beers. And therein lies the issue. The brewery, formal name Brauerei Beck and Co, lodged an objection with the US Patent and Trademark Office last year, arguing that the term was too close to their established branding. They also wanted to veto the footballer’s son using the word Beck’s in other phrases and potential products including Becks Master Brew.
According to reports, Beckham faced a “tough battle” with the beer company but has now reached a compromise. He has since amended his trademark application to remove classifications relating to beer, distilled spirits, wine and mirin, a type of Japanese liquor, and is pressing ahead with the business.
The change to his trademark application was made “in compliance with a third-party agreement”.
Beckham is no stranger to the world of drinks, having previously cofounded Japanese sake brand WeSake, which aims to make the drink more familiar to US consumers. He said at the time: “Sake deserves attention—there’s a gap in the road. Everyone’s tried it, but most don’t know the history behind it.”
Related news
David Beckham and Matt Damon reunite for Stella Artois campaign
David Beckham toasts 50 with Petrus pilgrimage
Matt Damon and David Beckham win in Stella Super Bowl advert