Under Cover Ale Works changing name to Spy Craft Ales after TM dispute with Lagunitas

Under cover ale works crop

(Blairsden, CA) – BeerPulse learned on Wednesday that Under Cover Ale Works will be changing its name to Spy Craft Ales after a trademark dispute with Lagunitas Brewing. Lagunitas has a registered mark for the word, “Undercover.”

The dispute surfaced publicly earlier this month when Lagunitas owner, Tony Magee, sent out a string of tweets related to the incident on November 3rd without naming the other company. He writes:

So, in the realm of things that I must deal with but are sad, a brewery opened up nearby and named themselves after one of our beers…the hard part is that they didn’t seem to see it as a problem, and made it clear that a ‘cool’ brewer would just drop the whole thing…its’a drag, for both of us, but we all work hard to be ourselves and that name was part of ourselves. So, now I’m a corporate douche too. The other brewer’s already tellin their customers how I suck. Got an email from one already. Craft is community, but not community property. I guess we all got our jobs to do. Some r suckier than others & some make one a corporate douche. A Google search is a nu names best friend.

Both companies confirmed communicating with the other before going into any legal direction and they’ll be able to avoid court on this matter.

“We’ve been working on the name change for weeks now,” says Under Cover Co-Owner, Susan Duniphin. “Not an easy, fun or inexpensive task.”

“We named our brewery Under Cover Ale Works because we are way up in the woods undercover of the forest in the middle of nowhere in a town of 94. As we were building we often thought, ‘Man, are we undercover up here. I wonder if people will find us?” Combined with the fact that our address is 67- 007 which I immediately thought was good luck due to the James Bond thing. We are all about the spy theme and have been since before we opened. All our beers are spy terms.”

For his part, Magee is happy to have this blip behind him.

“There’s a universe of days when this kind of stuff happens. It’s just a drag. It makes you feel bad but we believe in the things that we are so we stand up for them.”

For Under Cover, the work is still just beginning.

The company held a contest last week in which it gave fans the option to vote for a new name. They then wrote on Facebook in anticipation of revealing the new name, “We are double checking our information data bases and will get back to you very soon.”

Looks like they may have found a winner…both in the eyes of fans and the eyes of the law.

6 thoughts on “Under Cover Ale Works changing name to Spy Craft Ales after TM dispute with Lagunitas

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  3. Pingback: Under Cover Ale Works changes business name twice in three weeks | BeerPulse

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