{"id":32195,"date":"2026-04-01T09:00:00","date_gmt":"2026-04-01T07:00:00","guid":{"rendered":"https:\/\/kpw.law\/?p=32195"},"modified":"2026-04-01T11:59:57","modified_gmt":"2026-04-01T09:59:57","slug":"special-as-a-trademark-for-beer","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/special-as-a-trademark-for-beer\/","title":{"rendered":"Special as a trademark for beer"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull v4-pattern-hero v4-pattern-hero--post is-style-background-blend is-style-arrow has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-cover alignfull is-light v4-pattern-hero__cover\" style=\"padding-top:var(--wp--preset--spacing--80);padding-bottom:var(--wp--preset--spacing--80);min-height:75vh;aspect-ratio:unset;\"><img data-dominant-color=\"dfb80f\" data-has-transparency=\"false\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-32192 size-large not-transparent\" alt=\"Spezial als Marke f\u00fcr Bier, Unterscheidungskraft, Markenrecht, Rechtsanwalt\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Spezial-als-Marke-1024x576.jpg\" style=\"--dominant-color: #dfb80f; object-position:48% 73%\" data-object-fit=\"cover\" data-object-position=\"48% 73%\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Spezial-als-Marke-1024x576.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Spezial-als-Marke-300x169.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/Spezial-als-Marke-768x432.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/Spezial-als-Marke-1536x864.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Spezial-als-Marke-2048x1152.jpg 2048w\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-base-background-color has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:5em\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-1d4b5d69 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--80);padding-top:var(--wp--preset--spacing--60)\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-19e250f3 wp-block-group-is-layout-constrained\">\r\n<h1 id=\"multirow-headline-block_5e7b9698e83602860227feaec318c1f8\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-gigantic-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">Special<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:15%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">as<\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-ef5726a61a16d6f56c305c1c8132b7e2\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\"><span class=\"v4-marker-highlight-background\">Trademark?<\/span><\/p>\n\n<\/div> \r\n<\/h1>\n\n\n<div class=\"wp-block-group has-small-font-size is-nowrap is-layout-flex wp-container-core-group-is-layout-76c96157 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--20);margin-bottom:0;padding-top:0;padding-bottom:0;font-style:italic;font-weight:300;text-transform:uppercase\"><div style=\"font-style:italic;font-weight:300;text-transform:uppercase;\" class=\"wp-block-post-date has-small-font-size\"><time datetime=\"2026-04-01T09:00:00+02:00\">1. April 2026<\/time><\/div>\n\n\n<p>of<\/p>\n\n\n<div style=\"font-style:italic;font-weight:600;\" class=\"wp-block-post-author-name\">Clemens Pfitzer<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-c93ec0be wp-block-group-is-layout-constrained\">\n<p><strong>Can a brewery company protect the term &#8220;Spezial&#8221; as a word mark if it has been in use as a type designation in the beer trade for decades? Is a reference to similar registered trademarks of other companies sufficient to enforce its own application? <\/strong><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-spezial-als-marke-fur-bier\">Special as a trademark for beer  <\/h2>\n\n<p>An applicant wanted to register the word &#8220;Spezial&#8221; as a word mark for drinking glasses and kitchenware (class 21), beers and non-alcoholic beverages (class 32) and gastronomic services (class 43). However, the DPMA refused the application due to the lack of distinctive character and the descriptive nature of the trademark. The applicant filed an appeal.  <\/p>\n\n<p>It referred to several prior registrations of similar-sounding terms such as &#8220;special&#8221; for other classes of goods, the EU trademark &#8220;Spezial&#8221; for vehicle accessories and English-language variants such as &#8220;Special K&#8221; and &#8220;e-special&#8221;.<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-unterscheidungskraft\">Distinctive character <\/h2>\n\n<p><a href=\"https:\/\/kpw.law\/rechtsgebiet\/markenrecht\/\" id=\"209\">Trademark law <\/a>only protects signs that are capable of distinguishing the goods or services of one company from those of other companies. This characteristic is known as distinctiveness. A term that merely describes what a product is, how it tastes or what quality it has does not fulfill this requirement.  <\/p>\n\n<p>The idea behind this makes sense. If a company were to monopolize the word &#8220;special&#8221; as a trademark, it could prevent all competitors from calling their own beers or drinks by that name. However, a descriptive term belongs to the general public. Trademark law draws a clear line here.   <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-bundespatentgericht-weist-beschwerde-zuruck\">Federal Patent Court rejects appeal<\/h2>\n\n<p>With  <a href=\"https:\/\/www.bundespatentgericht.de\/SharedDocs\/Entscheidungen\/DE\/2026\/26531-21_09032026.pdf?__blob=publicationFile&amp;v=1\">Decision of 09.03.2026 &#8211; Ref. 26 W (pat) 531\/21 <\/a>  the Federal Patent Court dismissed the applicant&#8217;s appeal. On the one hand, the term lacked the necessary distinctive character. Secondly, &#8220;Spezial&#8221; has long been used in the beer sector as a designation for a particular type of beer and not as a reference to a specific company. Secondly, prior registrations of other trademarks do not set a precedent. Each application is examined independently, regardless of what other companies have enforced in the past.    <\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-orange-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60)\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\" style=\"padding-right:var(--wp--preset--spacing--70);padding-left:var(--wp--preset--spacing--70)\">\n<p>The registered word mark &#8220;Spezial&#8221; merely indicates that the goods are something special. In the field of beer and brewing, it is a common trade name that is not perceived by the public as an indication of commercial origin <\/p>\n<\/blockquote>\n<\/div>\n\n<p>According to the judges, the same applies to drinking glasses, kitchenware and gastronomic services. The word remains a general indication of quality without an origin function and is therefore not registrable as a trademark. <\/p>\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n<div class=\"wp-block-columns v4-pattern-text-copy-half-col is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>The rejection of the word mark &#8220;Spezial&#8221; is not a surprise, but the logical application of trademark law. Anyone who chooses a term that is understood on the market as a general description cannot expect this term to be the exclusive property of a single company. <\/p>\n\n\n\n<p>When looking for the right trademark, companies must make sure that it is suitable as an indication of origin and not just an indication of quality.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--80);margin-bottom:var(--wp--preset--spacing--80)\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide v4-pattern-cta-box has-secondary-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-a7c0d175 wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-right:0;padding-bottom:0\">\n<div class=\"wp-block-columns alignwide are-vertically-aligned-top v4-pattern-cta-box__columns is-layout-flex wp-container-core-columns-is-layout-ec2e7a44 wp-block-columns-is-layout-flex\" style=\"padding-top:0;padding-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column is-layout-flow wp-container-core-column-is-layout-bce6ca70 wp-block-column-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:0;flex-basis:60%\">\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-right is-layout-constrained wp-container-core-group-is-layout-5c12a1d1 wp-block-group-is-layout-constrained\">\r\n<div id=\"multirow-headline-block_6caf467b78db25eec83a8fec340ee43c\" class=\"wp-block-visual4-multirow-headline alignwide\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">We are happy to<\/p>\n\n\n\n<p class=\"has-text-align-left has-x-large-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:8%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">advise you about<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">Trademark law!<\/p>\n\n<\/div> \r\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-5c3c14bb wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30)\">\r\n\r\n<div class=\"wp-block-visual4-contact-modal__button\">\r\n            \r\n        <div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\r\n            \r\n\r\n<div class=\"wp-block-button v4-contact-modal-button is-style-fill\" style=\"font-style:normal;font-weight:600\" data-form-id=\"8\"><a class=\"wp-block-button__link has-contrast-color has-base-background-color has-text-color has-background has-link-color wp-element-button\">Contact form<\/a><\/div>\r\n\r\n        <\/div>\r\n        \r\n    <\/div>\n\n\n<div class=\"wp-block-buttons is-style-mobile-only is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-fc4fd283 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-arrow is-style-fill\"><a class=\"wp-block-button__link has-base-background-color has-background wp-element-button\" href=\"tel:4971141019030\" style=\"padding-right:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--50);font-style:normal;font-weight:600\">Call now!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column v4-pattern-cta-box__columns-column--image is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full v4-pattern-cta-box__columns-column__image\"><img decoding=\"async\" src=\"https:\/\/kpw.law\/wp-content\/themes\/kpw-law\/assets\/samples\/person-cropped.png\" alt=\"\" class=\"wp-image-23155\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>BPatG: Word mark &#8220;Spezial&#8221; for beer and gastronomy not registrable. What breweries and restaurateurs should consider in their trademark strategy. <\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4904],"tags":[5044,6297,5453,339,5906,5802,6298],"thema":[6299],"rechtsgebiet":[4898],"produkt":[5001,4900],"class_list":["post-32195","post","type-post","status-publish","format-standard","hentry","category-general","tag-beer","tag-beer-glass","tag-distinctive-character","tag-herkunftshinweis","tag-indication-of-origin","tag-lack-of-distinctiveness","tag-special","thema-beer-wine-and-spirits","rechtsgebiet-markenrecht-en","produkt-advice-on-trademark-law","produkt-markenanmeldung-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Special registrable as a trademark for beer?<\/title>\n<meta name=\"description\" content=\"BPatG: Word mark &quot;Spezial&quot; for beer and gastronomy not registrable. 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