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Bit Challenge Denied

Oct 19, 2006 - The European Union upheld Anheuser-Busch's trademark for Budweiser when its court dismissed German brewer Bitburger's claim that consumers might confuse Bud and Bit, as Bitburger is known in Germany.

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Bitburger has earlier trademarks for Bit and "Bitte ein Bit."

The court said the two were clearly different, despite the two word trademarks looking slightly similar. Anheuser-Busch's picture trademarks did not look like Bit's, it said, and the average German consumer would be well able to distinguish between the pronunciation of "Bit" and "Bud."

"Considered as a whole, the marks at issue are not similar and there is no likelihood of confusion," the court said in a statement.


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