Anheuser-Busch, LLCv.Innvopak Systems Pty Ltd.

Trademark Trial and Appeal Board

Aug 17, 2015

No. 91194148 (T.T.A.B. Aug. 17, 2015)

Oral Hearing: March 18, 2014 Mailed: August 17, 2015

UNITED STATES PATENT AND TRADEMARK OFFICE
Trademark Trial and Appeal Board
————
Anheuser-Busch, LLC
v.
Innvopak Systems Pty Ltd.
————
Opposition No. 91194148
to Application No. 79065427
filed: January 21, 2009
————
Andrea Anderson and Alexander J.A. Garcia of Holland & Hart LLP for Opposer.
William Seiter of Seiter & Co. for Applicant.
————
Before Seeherman, Mermelstein, and Kuczma, Administrative Trademark
Judges.
Opinion by Mermelstein, Administrative Trademark Judge:
Innvopak Systems Pty Ltd. filed an application1 to register the mark WINEBUD
(in standard characters) for
alcoholic beverages except beers; wines and still wines and
sparkling wines; beverages containing wine, namely, spar-
kling fruit wine and still fruit wine; ready to drink alcoholic
beverages except beers
in International Class 33. Anheuser-Busch, LLC, opposed registration, alleging both a

1 The subject application is a request for extension of protection of International Reg. No.
0993595, pursuant to the Madrid Protocol, Trademark Act § 60, et. seq., 15 U.S.C. § 1141, et
seq. The International Registration date is Jan. 21, 2009, and the USPTO was notified of the
request for extension on March 12, 2009. Pursuant to Trademark Act § 67, 15 U.S.C. § 1141g,
Applicant claims a priority date of July 21, 2008.
This Opinion is a
Precedent of the TTAB
Opposition No. 91194148

2

likelihood of confusion and dilution in view of Opposer’s registrations and prior use of
the mark BUD and several BUD– formative marks for beer. Applicant denied the sali-
ent allegations of the notice of opposition.
For the following reasons we sustain the opposition.
I. Description of the Record
The record comprises the pleadings and the file of the opposed application. Trade-
mark Rule 2.122(b). In addition, the parties proffered the following items:
A. Opposer’s Evidence
• Testimony of Robert Fishbeck, Senior Program Manager, Budweiser Brands,
Anheuser-Busch, LLC. Dec. 9, 2011, 38 TTABVue (confidential) & 39 TTABVue
(redacted public version).
o Declaration of Robert Fishbeck, April 19, 2011. Filed as Exhibit 1 to Mr.
Fishbeck’s testimonial deposition,2 beginning at 39 TTABVue 120.
• Testimony of Edward A. Blair, Ph.D. Dr. Blair conducted a likelihood of confu-
sion survey taken on behalf of Opposer, a copy of which was identified and in-
troduced as an exhibit to his testimony. Dec. 15, 2011, 37 TTABVue.
• Opposer’s First Notice of Reliance: Documents evidencing the status and title of
Opposer’s pleaded registrations. Dec. 13, 2011, 25 TTABVue.
• Opposer’s Second Notice of Reliance: Third-party registrations in which a single
mark is registered for both beer and wine. Dec. 13, 2011, 26 TTABVue.
• Opposer’s Third Notice of Reliance: The file of a third-party application and sev-
eral TTAB and court decisions, submitted by Opposer to show the fame of its
marks. Dec. 13, 2011, 27 TTABVue.
• Opposer’s Fourth Notice of Reliance: Newspaper and periodical articles covering

2 In his testimony, Mr. Fishbeck identified his prior declaration (made in support of Opposer’s
motion for summary judgment), and confirmed that the statements made in it were “true to the
best of [his] knowledge.” Fishbeck Test., 39 TTABVue 9–10. See Levi Strauss & Co. v. R. Jo-
sephs Sportswear Inc., 28 USPQ2d 1464, 1465 n. 2 (TTAB 1993) (declaration previously filed in
connection with summary judgment motion, which was introduced as an exhibit during testi-
mony by the witness/declarant, who confirmed its accuracy, is part of record).
Opposition No. 91194148

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the years 1990–2011, submitted to “illustrat[e] the widespread renown, recogni-
tion, and fame of the BUD Family of Marks.” Dec. 13, 2011, 28–31 TTABVue.
• Opposer’s Fifth Notice of Reliance: A poem and the lyrics of a number of songs,
all mentioning Opposer’s products, submitted to “show the widespread renown,
recognition, and fame of the BUD Family of Marks.” Dec. 14, 2011, 32 TTABVue.
• Opposer’s Sixth Notice of Reliance: Five third-party registrations and infor-
mation from four websites submitted to “illustrat[e] a branding convention plac-
ing a generic term first and a dominant term second.” Dec. 16, 2011, 33
TTABVue.
• Opposer’s Seventh (Rebuttal) Notice of Reliance: Search results pages from four
online dictionaries, showing no listing for the terms “vinebud” or “vine bud.”
March 29, 2012, 36 TTABVue.
B. Applicant’s Evidence
• Applicant’s Notice of Reliance. Feb. 21, 2012, 34 TTABVue (confidential) & 35
TTABVue (redacted).
o Article from Wine Business Monthly, submitted to “establish[ ] that the term
‘vine bud’ is a recognized term in the field of viticulture.”
o Definition from an online dictionary, submitted to “show[ ] that the term
‘wine’ is a common noun of Old English derivation.”
o Definition from an online dictionary, submitted to “show[ ] that the term ‘bud’
is a common noun of Old English derivation.”
o Definition from an online dictionary submitted to “show[ ] that the term
‘Budweiser’ is the name of a style of lager beer, similar to pilsner, from the
city of České Budějovice in Bohemia (Czech Republic), derived from the Ger-
man name for the town, Budweis.”
o Name and address listings of seven individuals with the surname “Bud-
weiser” from 411.com, submitted to “establish[ ] that the term ‘Budweiser’ is
a surname.”
o Definition from an online dictionary offered to “show[ ] that the term ‘hotel’ is
a common noun of 18th century French origin.”
o Definition from an online dictionary offered to “show[ ] that the term ‘restau-
rant” is a common noun of 18th century French origin.”
o Report from the Centers for Disease Control and Prevention on alcohol use,
offered to demonstrate that “the total number of respondents participating in
Opposition No. 91194148

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[Opposer’s] survey … is an infinitesimal number of consumers of beer and
wine products.”
o Opposer’s responses to Applicant’s first set of interrogatories.
o Opposer’s responses to Applicant’s second set of interrogatories.
II. Parties
Opposer Anheuser-Busch began brewing beer in the United States more than 150
years ago, and first sold its flagship product under the BUDWEISER brand in 1876.
Although nineteenth-century brewing was typically a local affair, Opposer’s technical
innovations, including the early use of pasteurization and refrigerated railcars, allowed
it to distribute its beer regionally and by the turn of the twentieth century, nationally.
Fishbeck Test., 39 TTABVue 11–12. While Opposer’s beer was originally sold under the
BUDWEISER brand, customers soon began to abbreviate the mark, calling for
BUDWEISER beer just by the name “BUD.” Id., 39 TTABVue 12–13; see In re SL&E
Training Stable Inc., 88 USPQ2d 1216, 1219 (TTAB 2008) (discussing the propensity of
customers to shorten trademarks). Opposer embraced the nickname in its advertising
as early as 1895, Fishbeck Test., 39 TTABVue 13, and has sold and heavily promoted
its beer under the BUD mark since the 1950s. Fishbeck Test., 39 TTABVue 12–13. Ex-
cept for the years during which the production and sale of alcoholic beverages was pro-
hibited by the Eighteenth Amendment (1920–1933),3 Opposer continuously produced,
advertised, and sold beer under the BUDWEISER and BUD trademarks (and marks
comprising those terms), and continues to do so today. Id.

3 During Prohibition, Opposer sold non-alcoholic beer under the BUDWEISER mark. Fishbeck
Dec. ¶ 2, 39 TTABVue 120.
Opposition No. 91194148

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Over the years, Opposer obtained trademark registrations for BUDWEISER,
BUD, and several variations. In this proceeding, Opposer offered the following regis-
trations in evidence. Opp. First Not. of Reliance, Exh. 1–8, 25 TTABVue 6–53.4
Reg. No. Mark Goods Registered Disclaimer
666367 BUD Beer Aug. 26, 1958
952277 BUDWEISER Beer and malt Liquor Jan. 30, 1973
999817 BUD MAN Beer Dec. 17, 1974
1261873 BUD LIGHT Beer Dec. 20, 1983 “light” disclaimed
1567443 BUD BOWL Beer Nov. 21, 1989
1567446 BUD DRY Beer Nov. 21, 1989 “dry” disclaimed
3011229 BUDWEISER SELECT Beer Nov. 1, 2005 “select” disclaimed

Opposer’s evidence establishes that the listed registrations are valid and subsisting,
and that Opposer is the owner of each of them.
The record reveals relatively little about Applicant (Applicant submitted no testi-
mony), except that it is incorporated and does business in Australia, and that it seeks
registration of WINEBUD for use on wine, and more generally, alcoholic beverages
other than beer. The application was filed pursuant to the provisions of the Madrid
Protocol, Trademark Act § 66, 15 U.S.C. § 1141f, which does not require use of the
mark in United States commerce as a condition of registration. There is no evidence in
the record of Applicant’s use of WINEBUD on such goods in the United States or else-
where, but Applicant has declared its bona fide intent to use the mark in United States
commerce. See Trademark Act § 66(a).

4 The notice of reliance included an additional registration, No. 3259179 for BUD EXTRA. This
registration was in force when Opposer’s notice of reliance was submitted, but was cancelled on
February 7, 2014, for failure to file an affidavit of continuing use pursuant to Trademark Act
§ 8. An expired or cancelled registration is evidence of nothing but the fact that it once issued.
Sunnen Prods. Co. v. Sunex Int’l Inc., 1 USPQ2d 1744, 1747 (TTAB 1987).
Opposition No. 91194148

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III. Standing
To establish its standing, Opposer must prove that it has a real interest in the out-
come of this proceeding and a reasonable basis for its belief that it would be damaged
by issuance of a registration of the mark to Applicant. See Ritchie v. Simpson, 170 F.3d
1092, 50 USPQ2d 1023 (Fed. Cir. 1999); Lipton Indus., Inc. v. Ralston Purina Co., 670
F.2d 1024, 213 USPQ 185 (CCPA 1982); Time Warner Entm’t Co. v. Jones, 65 USPQ2d
1650 (TTAB 2002). In light of its pleaded ground of likelihood of confusion, Opposer’s
submission of its trademark registrations adequately establish its interest in this pro-
ceeding and a reasonable basis for its belief that damage would result from registration
of Applicant’s mark. Having established its standing with respect to its likelihood of
confusion claim, Opposer need not separately show its standing to assert its claim of di-
lution. See, e.g., Coach Servs., Inc. v. Triumph Learning LLC, 668 F.3d 1356, 1377, 101
USPQ2d 1713, 1727-28 (Fed. Cir. 2012) (“once an opposer meets the requirements for
standing, it can rely on any of the statutory grounds for opposition set forth in 15
U.S.C. § 1052.”); Liberty Trouser Co. v. Liberty & Co., 222 USPQ 357, 358 (TTAB 1983).
IV. Likelihood of Confusion
A. Priority
Because Opposer has established ownership of a number of valid and subsisting
trademark registrations, priority is not an issue with respect to the registered marks
and the goods identified in the respective registrations. King Candy Co. v. Eunice
King’s Kitchen, Inc., 496 F.2d 1400, 182 USPQ 108, 110 (CCPA 1974). Further, Mr.
Fishbeck’s testimony and associated exhibits establish Opposer’s continuing use in the
United States of its BUDWEISER and BUD marks (and variants) for beer since long
Opposition No. 91194148

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prior to Applicant’s July 21, 2008, priority date. Accordingly, we find that Opposer’s
evidence clearly establishes its priority with respect to its use of BUDWEISER and
BUD on beer. Trademark Act § 2(d).
B. Relevant du Pont Factors
Trademark Act § 2(d) bars registration of a mark
which so resembles a mark registered in the Patent and
Trademark Office, or a mark or trade name previously used
in the United States by another and not abandoned, as to be
likely, when used on or in connection with the goods of the
applicant, to cause confusion, or to cause mistake, or to de-
ceive. . . .
Our determination under Trademark Act § 2(d) is based on an analysis of the pro-
bative facts in evidence that are relevant to the factors bearing on the issue of likeli-
hood of confusion. See In re E.I. du Pont de Nemours & Co., 476 F.2d 1357, 177 USPQ
563, 567 (CCPA 1973); In re Majestic Distilling Co., Inc., 315 F.3d 1311, 65 USPQ2d
1201 (Fed. Cir. 2003). Opposer bears the burden of proving its claim of likelihood of
confusion by a preponderance of the evidence. Cunningham v. Laser Golf Corp., 222
F.3d 943, 55 USPQ2d 1842, 1848 (Fed. Cir. 2000).
A. The Fame of the Prior Mark (Sales, Advertising, Length of Use)
We begin by considering the fame or strength of Opposer’s marks. Fame, when
found, is entitled to great weight in a likelihood of confusion analysis. See Bose Corp. v.
QSC Audio Prods. Inc., 293 F.3d 1367, 63 USPQ2d 1303 (Fed. Cir. 2002); Recot Inc. v.
Becton, 214 F.3d 1322, 54 USPQ2d 1894 (Fed. Cir. 2000); Kenner Parker Toys, Inc. v.
Rose Art Indus., Inc., 963 F.2d 350, 22 USPQ2d 1453 (Fed. Cir. 1992). As the court of
appeals has held, the “[f]ame of an opposer’s mark or marks, if it exists, plays a ‘domi-
Opposition No. 91194148

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nant role in the process of balancing the du Pont factors,’ ” and “[f]amous marks . . . en-
joy a wide latitude of legal protection.” Bose, 63 USPQ2d at 1305 (quoting Recot, 54
USPQ2d at 1456). “A strong mark . . . casts a long shadow which competitors must
avoid.” Kenner Parker, 22 USPQ2d at 1456. A famous mark is one that has extensive
public recognition and renown. Bose, 63 USPQ2d at 1305. In assessing fame, we con-
sider all relevant evidence, including sales under the mark, advertising, and length of
use of the mark. du Pont, 177 USPQ at 567.
This record leaves no doubt that Opposer’s BUD and BUDWEISER marks meet
the applicable standard for fame. As already noted, Opposer has used its
BUDWEISER mark on beer since 1876, interrupted only by Prohibition. Opposer’s
beer has been known as BUD since about 1895, and Opposer has heavily advertised its
products under that mark for at least fifty years.
Mr. Fishbeck testified about Opposer’s advertising of beer under its BUDWEISER
and BUD marks (and variations), identifying and discussing a number of print and
outdoor advertisements from the company’s archives which have been used from the
1950s to the present. Fishbeck Test., 39 TTABVue 18–31, Exh. 3. From the 1950s on,
Opposer also advertised heavily on television and radio, particularly during sporting
events. Id. at 20, 33. Among Opposer’s successful advertising campaigns were the “Bud
Bowl” commercials which aired in connection with the NFL Super Bowl games for
about ten years, id. at 25–26, the “Bud Man” ads (1980s), id. at 24–25, “(For All You
Do) This Bud’s For You” (1970s–1980s), id. at 22–23, Exh. 3, “where there’s life, there’s
BUD” (late 1950s to early 1960s), id. at 20, Exh. 3, “just ask for Bud,” id. at 19, Exh. 3
Opposition No. 91194148

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(1950s), and “that Bud . . . that’s beer!” (mid-1960s) id. at 21, Exh. 3. Advertisements
using these and other marketing campaigns frequently appeared and continue to ap-
pear in both local and national print media, radio and television commercials, and out-
door advertisements. E.g., id. at 14, 18–21, 32.
In addition to traditional print, radio, and television advertising, Opposer has long
been a major sponsor of high-profile sporting events, including golf, hockey, volleyball,
and lacrosse. Opposer has been an official sponsor of the heavily watched Olympic
games and World Cup Soccer games. Fishbeck Dec., ¶¶ 19–23, 39 TTABVue 124–126.
For the past “two to three decades” Opposer’s marks have been exposed to the public
through Opposer’s sponsorship of NASCAR auto racing teams. Fishbeck Test., id. at
29–30. Commonly referred to as the “Bud car” by television and track announcers, the
car sponsored by Opposer is emblazoned with the BUD mark and slogans like GRAB
SOME BUDS. Id. at 31, 35–41, Exh. 4 & 5. Opposer has also made extensive use of
point-of-sale advertisements to promote its branded products in grocery stores, conven-
ience stores, bars, and other places where beer is purchased. Opposer’s point of sale
materials have included signs, banners, displays, coasters, table tents, and cooler
stickers. Id. at 22, 26–27, 37. In addition to its own promotional activities, Opposer and
its products have frequently been the subject of unsolicited media attention, Opp.
Fourth Not. of Reliance, 28–31 TTABVue, Exh. 1–22 (numerous newspaper and maga-
zine articles), and have even appeared in poetry and popular songs, Opp. Fifth Not. of
Reliance, 32 TTABVue 6–42.
Mr. Fishbeck testified and submitted evidence about Opposer’s advertising expend-
Opposition No. 91194148

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itures for the years 2006–2010.5 Fishbeck Test., 38 TTABVue 9–10, 25. Although this
testimony and the associated exhibit were submitted under seal, we can describe Op-
poser’s expenditures to promote its branded products in the United States as substan-
tial. Those efforts have been highly successful; according to Opposer’s testimony, BUD
LIGHT is the best-selling beer in the United States (and worldwide), followed by Op-
poser’s BUDWEISER beer, which is the second best. In fact, BUD LIGHT and
BUDWEISER have occupied the first and second spots in the United States for about
twenty years. Fishbeck Test., 39 TTABVue 79–80; Fishbeck Dec. ¶ 24, 39 TTABVue
126. Altogether, beer sold under the BUDWEISER and BUD marks (and variations)
account for thirty percent of the domestic market. Fishbeck Test, 39 TTABVue 80. Mr.
Fishbeck testified about Opposer’s revenue from its wholesale distribution of beer for
the years 2006–2010. Fishbeck Test. 38 TTABVue 14, 27. This evidence was also sub-
mitted under seal, but suffice it to say that sales under the BUD and BUDWEISER
marks alone — as well as the aggregate sales for all of the BUD- formative marks —
have been extremely large.
Applicant does not deny or even address Opposer’s contention that its
BUDWEISER and BUD marks are famous. But for a quotation from Opposer’s brief,
Applicant’s only mention of the asserted fame of the BUD and BUDWEISER marks is
the statement that “[e]ven were the Board to conclude that Opposer’s marks are fa-
mous, there would . . . remain genuine issues of material fact regarding the similarity

5 Discovery closed in February 2011 and Opposer’s testimony period concluded the following
December.
Opposition No. 91194148

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of the marks.”6 App. Br., 41 TTABVue 14–15. Applicant has not presented any evidence
or argument to refute or cast doubt on Opposer’s evidence of fame.
There is more in the record, but we need not belabor the point. To prove that a
mark is famous requires a significant evidentiary showing. As the Board has often said,
“it is the duty of the party asserting that its mark is famous to clearly prove it.” Lacoste
Alligator S.A. v. Maxoly Inc., 91 USPQ2d 1594, 1597 (TTAB 2009). Nonetheless, Op-
poser’s evidence meets this standard and leaves us with no doubt that its long use and
heavy promotion of its BUDWEISER, BUD, and related marks, and the very strong
commercial success of its branded products, compel a finding that these marks are fa-
mous for beer. Although fame is “insufficient, standing alone, to establish likelihood of
confusion,” Coach Servs., 101 USPQ2d at 1720 (citing Univ. of Notre Dame du Lac v.
J.C. Gourmet Food Imports Co., Inc., 703 F.2d 1372, 217 USPQ 505, 507 (Fed. Cir.
1983)), a finding of fame puts a heavy thumb on Opposer’s side of the scale.7

6 The “genuine issues of material fact” standard applies to motions for summary judgment. See
FED. R. CIV. P. 56(a). Now that the parties have tried and briefed the case, the question is not
whether factual issues remain to be tried, but whether Opposer has established its case by a
preponderance of the evidence.
7 Noting Opposer’s long and extensive use of its marks on beer (and not wine), Applicant seems
to suggest that the very strength of Opposer’s mark makes confusion less likely. App. Br., 41
TTABVue 14. The Federal Circuit has squarely rejected such arguments:
While scholars might debate as a factual proposition whether
fame heightens or dulls the public’s awareness of variances in
marks, the legal proposition is beyond debate. The driving de-
signs and origins of the Lanham Act demand the standard con-
sistently applied by this court — namely, more protection against
confusion for famous marks.
Kenner Parker, 22 USPQ2d at 1456. In other words, the fact that a mark is famous can never
diminish the scope of protection afforded it.
Opposition No. 91194148

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B. The Similarity or Dissimilarity of the Marks in their Entireties
as to Appearance, Sound, Connotation and Commercial
Impression
In a likelihood of confusion analysis, we compare the marks for similarities and
dissimilarities in appearance, sound, connotation and commercial impression. Palm
Bay Imports Inc. v. Veuve Clicquot Ponsardin Maison Fondee En 1772, 73 USPQ2d
1689, 1692 (Fed. Cir. 2005). “The proper test is not a side-by-side comparison of the
marks, but instead whether the marks are sufficiently similar in terms of their com-
mercial impression such that persons who encounter the marks would be likely to as-
sume a connection between the parties.” Coach Servs., 101 USPQ2d at 1721 (citation
and internal quotation marks omitted). While it is appropriate to accord greater im-
portance to the more distinctive elements in the marks, we must consider the marks in
their entireties. E.g., Juice Generation, Inc. v. GS Enters. LLC, — F.3d —, 2015 WL
4400033, at *6 (Fed. Cir. July 20, 2015) (“While the Board may properly afford more or
less weight to particular components of a mark for appropriate reasons, it must still
view the mark as a whole. The Board did not err in giving less emphasis to the word
JUICE when it noted that the term is generic.”) (citing In re Nat’l Data Corp., 753 F.2d
1056, 224 USPQ 749, 751 (Fed. Cir. 1985) (“[T]here is nothing improper in stating that,
for rational reasons, more or less weight has been given to a particular feature of a
mark, provided the ultimate conclusion rests on consideration of the marks in their en-
tireties. Indeed, this type of analysis appears to be unavoidable.”)).
Applicant’s mark is WINEBUD. The mark in Opposer’s ’367 Registration8 is BUD.

8 We focus primarily on Opposer’s ’367 Registration for BUD, as it is most similar to the ap-
(continued...)
Opposition No. 91194148

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To state the obvious, Applicant’s WINEBUD mark is similar to Opposer’s BUD mark
in that it incorporates the entirety of Opposer’s mark. On the other hand, WINEBUD
differs from BUD because it adds the word “wine” before “bud.” Because both marks
are presented in typed or standard character form, each could be used in any typeface,
color, or size, including the same stylization actually used or intended to be used by the
other party, or one that minimizes the differences or emphasizes the similarities be-
tween the marks. See Citigroup Inc. v. Capital City Bank Group Inc., 637 F.3d 1344, 98
USPQ2d 1253, 1258‒59 (Fed. Cir. 2011).
Opposer argues that “wine” is generic for Applicant’s identified goods, Opp. Br., 40
TTABVue 25, 34, (which include “wines”), and that “consumers are accustomed to the
common branding convention” of placing a generic term in the first position of the mark
followed by the source-identifying term, id. at 19, and that “they are likely to conclude
that WINEBUD is a wine produced by the makers of BUD. . . .” Id. at 34.
By contrast, Applicant contends that the marks are “highly dissimilar in appear-
ance, sound, connotation and commercial impression.” App. Br., 41 TTABVue 9. Focus-
ing on the meaning of the marks, Applicant contends that “[v]ine bud is a recognized
term in the field of viticulture.” App. Br., 41 TTABVue 9 (internal quotation marks and
citations omitted). According to Applicant, “wine” and “bud” are both nouns of Old or
Middle English derivation, and “WINEBUD is thus a fanciful compound noun formed
from the nouns WINE and BUD, an analogy to horticultural words such as ‘rosebud.’ ”

plied-for mark. If confusion is not found likely in view of Opposer’s use and registration of
BUD, a different result would not obtain with respect to Opposer’s other pleaded marks, each
of which includes additional elements not present in Applicant’s mark.
Opposition No. 91194148

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Id. at 10.
As opposed to the asserted “viticultural roots” of its own mark, Applicant contends
that Opposer’s BUDWEISER mark has a different connotation, because:
BUDWEISER is a town[9] in the Czech Republic (former
Bohemia) famed not at all for viticulture, yet famed very
much for brewing beer. Webster’s online dictionary defines
Budweiser as “the name of a style of lager beer (similar to
pilsner) from the city of České Budějovice in Bohemia
(Czech Republic), brewed since 1265. Its name is derived
from the German name for the town, Budweis (something
from Budweis being a Budweiser). . . . This dictionary defi-
nition of the term Budweiser inextricably links Opposer’s
BUDWEISER brand to beer making, not wine making. Un-
like WINEBUD, which is transparently composed of two
common English nouns, BUDWEISER is obviously not
composed of any words in the English language, being a
Germanic place name, as well as a surname.
App. Br., 41 TTABVue 10.
Applicant claims its analysis also applies to Opposer’s BUD mark, which Applicant
says is an abbreviation of BUDWEISER, id. at 11, and that Applicant’s WINEBUD
mark “is a fanciful coined compound noun in which the BUD has everything to do with
viticulture, and nothing to do with a small town in Bohemia. Wine drinkers in the
United States would naturally regard the latter half of the fanciful compound mark
WINEBUD as connoting the bud of a vine, not as connoting BUDWEISER the beer
brand or the BUD Family of Marks.” Id. at 12.

9 This is apparently a misstatement. Evidence submitted by Applicant indicates that “Bud-
weiser” is “an adjective in German language [sic] describing something or someone from the
Bohemian city Budweis (České Budějovice), which until 1919 was part of the Austrian Empire”
App. Not. of Reliance, 34 TTABVue 21–23 (http://www.websters-online-dictionary.org/ (July 25,
2011)) (emphasis added). The same source goes on to note that BUDWEISER is “a trademark
for two beer companies,” one of which is Opposer. Id.
Opposition No. 91194148

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We are not persuaded by Applicant’s arguments. We find it very unlikely that rele-
vant consumers perceive Opposer’s famous BUDWEISER trademark as suggesting a
connection to what Applicant admits is “a small town in Bohemia.” There is no evi-
dence in this record to suggest that any substantial number of United States beer con-
sumers have even heard of České Budějovice (or its formerly used German name, Bud-
weis), or that they associate the BUDWEISER trademark with that town, rather than
with Opposer and its products. Thus, even if the town formerly known as Budweis was
the origin of the BUDWEISER trademark more than 150 years ago, there is no evi-
dence that United States consumers are now likely to associate the mark with that ge-
ographical location, particularly in light of Opposer’s very long and extensive use of
BUDWEISER as a trademark in this country, and the strong recognition, as we have
discussed in considering the factor of fame, of BUDWEISER as a trademark for beer.
Further, any argument that BUDWEISER is geographically suggestive does not
implicate Opposer’s BUD mark, which, as noted, is the mark most relevant to this pro-
ceeding.10 Even if we were to find that BUDWEISER suggests something coming from
a town formerly called Budweis, we could not simply assume that BUD shares the
same geographic connotation. There is no evidence of a town named “Bud,” or that any-

10 We do not suggest by this that we give credence to any argument by Applicant that either
BUDWEISER or BUD suggests a geographic origin and is therefore a conceptually weak
mark. Given the strong association of the long-used and heavily-promoted BUD and
BUDWEISER brands with Opposer and its products, we find it very unlikely that consumers
in this country — even those who may be aware of a town that used to be called Budweis —
would associate Opposer’s marks with a geographic location. Further, to the extent Applicant
suggests that Opposer’s registered marks are descriptive or geographically descriptive, such
arguments are inappropriate in the absence of a counterclaim to cancel them. Trademark Rule
2.106(b)(2)(ii).
Opposition No. 91194148

16

one has ever referred to České Budějovice as “Bud.” Applicant’s argument is essentially
that BUD refers to BUDWEISER and BUDWEISER refers to someone or something
from Budweis, and Budweis is the former name of České Budějovice, which is a small
Czech town. Even if each of Applicant’s premises is correct, we find this chain too at-
tenuated to conclude that United States consumers would understand BUD to refer to
something from the town formerly known as Budweis.
As for its own mark, Applicant argues that consumers would not associate
WINEBUD with Opposer or its goods because
Applicant’s mark is WINEBUD.
Wine comes from grapes. Grapes grow on vines. Vines have
buds.
“Vine bud” is a recognized term in the field of viticulture.
App. Br., 41 TTABVue 9. As authority for the last premise, Applicant cites a single
mention of the term “vine bud” in a publication touting itself as “The Industry’s Lead-
ing Print Publication for Wineries and Growers.”11 See Bibiana Guerra, Bud Fruitful-
ness: Let There Be Light, Wine Business Monthly (June 15, 2009), App. Not. of Reli-
ance, Exh. 1, 34 TTABVue 8. The problem with this argument is that a mention in a
single winery trade article is insufficient for us to find that “vine bud” is “a recognized
term in the field of viticulture,” let alone a term recognized by the usual purchasers of
wine or beer. See Opp. Seventh Not. of Reliance, Exh. 1–4 (searches of online, general-
purpose dictionaries showing no definition for “vinebud”). Besides, the mark at issue is

11 The actual sentence is: “Vine buds are compound buds comprised of one primary bud — the
one which normally forms the shoot — and two secondary buds, which do not normally push.”
Opposition No. 91194148

17

WINEBUD, not vine bud, and there is no evidence that WINEBUD has any meaning
whatsoever. Although consumers might well view WINEBUD as a combination of
WINE and BUD, they are more likely to understand WINE as being the generic name
for the beverage, and BUD, because of the fame of Opposer’s mark, as the source-
identifying portion of the mark, i.e., as showing origin in Opposer.
We agree with Applicant that we must consider its mark in its entirety when as-
sessing its overall similarity to Opposer’s mark. App. Br., 41 TTABVue 9. That said,
consumers who encounter Applicant’s mark would readily recognize its constituent
terms, “wine” and “bud.” As Applicant recognizes, when a compound term comprises
two ordinary English words, consumers often recognize them as such, rather than con-
sidering the combination to be a fanciful term with no meaning at all. Id. at 10
(“WINEBUD ... is transparently composed of two common English nouns”). As a result,
whether such a mark appears as one word or two often has little or no effect on con-
sumers’ impression of it. See, e.g., Seaguard Corp. v. Seaward Int’l, Inc., 223 USPQ 48,
51 (TTAB 1984) (SEA GUARD and SEAGUARD are “essentially identical”); In re Best
Western Family Steak House, Inc., 222 USPQ 827 (TTAB 1984) (finding BEEF-
MASTER for restaurant services and BEEF MASTER for frankfurters and bologna
“practically identical”); cf. Minn. Mining & Mfg. Co. v. Addressograph-Multigraph
Corp., 155 USPQ 470, 472 (TTAB 1967) (“[i]t is almost too well established to cite cases
for the proposition that an otherwise merely descriptive term is not made any less so by
merely omitting spaces between the words”). This is especially true of Applicant’s
mark, in which the first term is “WINE.” Consumers of alcoholic beverages would im-
Opposition No. 91194148

18

mediately recognize this generic term, especially when used on wine. And it is beyond
dispute that descriptive or generic terms (such as WINE when used in connection with
“wines”) serve little source-identifying function. In re Chatam Int’l Inc., 380 F.3d 1340,
71 USPQ2d 1944, 1946 (Fed. Cir. 2004) (“Because ALE has nominal commercial signif-
icance, the Board properly accorded the term less weight in assessing the similarity of
the marks under DuPont. As a generic term, ALE simply delineates a class of goods.”
(citing In re Nat’l Data, 224 USPQ2d at 751)). Thus, although we recognize that WINE
is and remains a part of Applicant’s mark, consumers are not likely to view it as a
source-distinguishing element, but rather as the name of the goods. To the contrary,
the dominant part of Applicant’s mark is clearly “BUD,” which is identical in all re-
spects to Opposer’s registered BUD mark, and that is the term on which Applicant’s
customers are likely to focus. Thus, when considered in their entireties, the marks are
highly similar. Despite the fact that “[w]ine comes from grapes[, g]rapes grow on vines[,
and v]ines have buds,” App. Br., 41 TTABVue 9, customers are more likely to associate
Applicant’s mark with Opposer and its famous BUD mark than with viticulture.12
We conclude that the dominant element in Applicant’s mark is identical in appear-
ance and sound to the entirety of the mark in Opposer’s BUD registration, and that the

12 The parties also dispute whether Applicant’s mark fits an alleged “popular branding conven-
tion that places the generic term of a mark first, followed by the source identifying term,” Opp.
Br., 40 TTABVue 25, 34, or whether its word pattern is the result of “a French grammatical
rule.” App. Br., 41 TTABVue 11–13; App. Not. of Reliance, 35 TTABVue Exh. 2–3, 6–7. Their
evidence and argument on this point are unenlightening, and we see no need to resolve the dis-
pute. The question at hand is whether and to what extent the relevant consumers would per-
ceive the marks as similar. Even if there were evidence that those consumers are aware of
branding conventions or French grammatical rules (which there is not), the relevance of these
points is tenuous, at best, particularly in view of the fame of the BUD mark.
Opposition No. 91194148

19

additional, generic word WINE in Applicant’s mark is insufficient to distinguish it from
Opposer’s BUD mark. Although Applicant suggests that BUD has different meanings
in the parties’ respective marks — Applicant’s BUD being associated with viticulture
and Opposer’s with a town in the Czech Republic — there is no persuasive evidence of
either proposition. Nor is there persuasive evidence that consumers would understand
Applicant’s mark to have the meaning of “vine bud,” or even to be familiar with this
term. While the parties’ marks are not identical, the additional generic element in Ap-
plicant’s mark does not distinguish it from Opposer’s. Comparing the marks in their
entireties, we conclude that Applicant’s WINEBUD mark is highly similar to Opposer’s
BUD mark, which favors a finding that confusion is likely.
C. The Similarity or Dissimilarity and Nature of the Goods,
Channels of Trade, and Classes of Consumers; Conditions of Sale
In comparing the parties’ goods, “[t]he issue to be determined . . . is not whether
the goods of plaintiff and defendant are likely to be confused but rather whether there
is a likelihood that purchasers will be misled into the belief that they emanate from a
common source.” Helene Curtis Indus. Inc. v. Suave Shoe Corp., 13 USPQ2d 1618, 1624
(TTAB 1989). It is not necessary that the parties’ goods be the same or even competi-
tive to support a finding of likelihood of confusion. It is sufficient if the goods are relat-
ed in some manner or that the conditions surrounding their marketing are such that
they would be encountered by the same persons under circumstances that could, in
light of the similarity of the marks, give rise to the mistaken belief that the goods come
from or are associated with the same source. Coach Servs., 101 USPQ2d at 1722 (cita-
tion omitted); see also In re Albert Trostel & Sons Co., 29 USPQ2d 1783, 1786 (TTAB
Opposition No. 91194148

20

1993).
In considering these du Pont factors, we emphasize that the goods at issue are
those which are set out in the subject application and the pleaded registration. Octocom
Sys. Inc. v. Houston Computers Servs. Inc., 918 F.2d 937, 16 USPQ2d 1783, 1787 (Fed.
Cir. 1990). The question in an opposition is not whether the applicant may use a mark
as it actually does or intends to do, but whether the applicant is entitled to the regis-
tration it seeks. For this reason, we must give “full sweep” to Applicant’s goods as they
are identified in the subject application. Paula Payne Prods. Co. v. Johnson Publ’g Co.,
Inc., 473 F.2d 901, 177 USPQ 76, 77 (CCPA 1973). And absent any explicit restriction
in the application or registration, we must presume the parties’ identified goods to
travel through all normal channels of trade for goods of the type identified, and we
must consider them to be offered and sold to all of the usual customers for such goods.
Coach Servs., 101 USPQ2d at 1722; In re Elbaum, 211 USPQ 639, 640 (TTAB 1981)
(citing Kalart Co., Inc. v. Camera-Mart, Inc., 258 F.2d 956, 119 USPQ 139 (CCPA
1958)).
The goods identified in the subject application are “alcoholic beverages except
beers.”13 Opposer’s BUD mark is registered for “beer.” The parties’ goods are obviously

13 As fully set out, Applicant’s goods are:
alcoholic beverages except beers; wines and still wines and spar-
kling wines; beverages containing wine, namely, sparkling fruit
wine and still fruit wine; [and] ready to drink alcoholic beverages
except beers.
Although most of the parties’ arguments focus on Applicant’s intended use of its mark on
wine, the goods recited in the subject application are considerably broader. Tuxedo Monopoly,
Inc. v. Gen. Mills Fun Group, Inc., 648 F.2d 1335, 209 USPQ 986, 988 (CCPA 1981) (relevant
goods are those recited in the application, notwithstanding actual or intended use of the mark
(continued...)
Opposition No. 91194148

21

similar to the extent that they are all alcoholic beverages, although they are different
because of Applicant’s explicit exclusion of beer from its identification of goods. Opposer
notes that we have often found various alcoholic beverages — including beer and wine
— to be related for purposes of a Section 2(d) analysis. See Opp. Br., 40 TTABVue 35.
While Opposer does not itself produce or sell wine, it has submitted evidence that some
of its competitors produce both beer and wine. Fishbeck Test. 38 TTABVue 44–45;
Fishbeck Dec. ¶ 41. Opposer also currently sells flavored malt beverages and once sold
a wine cooler, albeit under a different mark. Fishbeck Test. TTABVue 17; Fishbeck Dec.
¶ 40. Opposer also points to what it characterizes as “numerous” third-party registra-
tions covering both wine and beer. Opp. Second Not. of Reliance, 26 TTABVue 6–53.
Applicant, pointing out that there is no actual overlap between the parties’ identi-
fied goods, argues that there is no “evidence that Opposer may expand its use of its
BUD-formative marks to Applicant’s goods or vice versa.” App. Br. at 9. While ac-
knowledging Mr. Fishbeck’s testimony that some of Opposer’s competitors sell both
beer and wine, Applicant notes that there is no evidence that those competitors ever
sell beer and wine under the same brand. App. Br., 41 TTABVue 14 (citing Fishbeck
Test., 39 TTABVue 100–106). Finally, Applicant argues that because of Opposer’s long
use of its BUD and BUDWEISER marks on beer, consumers would not expect that
wine sold under a similar mark originates from or is otherwise connected with
Opposer:

on narrower or different goods). Because Applicant’s first-identified item (“alcoholic beverages
except beers”) encompasses all of the remaining ones (each being a type of alcoholic beverage
other than beer), it is this broadly defined item that is actually at issue. Nonetheless, our deci-
sion would be no different if we considered Applicant’s goods to be limited to wine.
Opposition No. 91194148

22

As for Opposer itself, it began brewing beer under the trade-
mark BUDWEISER in 1876[.] Since approximately 1895,
Opposer has promoted BUDWEISER beer under the name
BUD. Thus, for well over a century, Opposer has had the
opportunity to extend its BUDWEISER and BUD trade-
marks to wines, had it wished to do so. Yet in fact, Opposer
admits that it sells no wine under its alleged BUD Family of
Marks, nor does it sell any wine coolers, cider, malt liquor
under its alleged BUD Family of Marks. Nor does any evi-
dence of record in this case suggest or imply that Opposer
has ever sold wine under any of the BUD Family or [sic]
Marks or applied for any trademark for wine including the
term BUD.
App. Br., 41 TTABVue 14 (citations omitted, emphasis added).
As Opposer notes, this Board has found beer and wine related on a number of occa-
sions. See In re Kysela Pere et Fils Ltd., 98 USPQ2d 1261 (TTAB 2011); In re Sailerbrau
Franz Sailer, 23 USPQ2d 1719 (TTAB 1992); In re Gebr. Eckel GMBH, 196 USPQ 198
(TTAB 1976) (mem.); Krantz Brewing Corp. v. Henry Kelly Importing & Distrib. Co.
Inc., 96 USPQ 219 (Exm’r in Ch. 1953); Fruit Indus., Ltd. v. Ph. Schneider Brewing Co.,
46 USPQ 487 (Comm’r Pats. 1940). Moreover, beer has been held related to other alco-
holic beverages by both this Board and our reviewing courts. E.g., In re Chatam Int’l,
71 USPQ2d at 1947–48 (Fed. Cir. 2004) (“Indeed, the goods [tequila and beer or ale] of-
ten emanate from the same source because ‘both are alcoholic beverages that are mar-
keted in many of the same channels of trade to many of the same consumers.’”) (quot-
ing Majestic Distilling, 65 USPQ2d at 1204 (malt liquor related to tequila given the
identity of trade channels despite the fact that “malt liquor is a brewed product,
whereas tequila is distilled”)). In fact, the parties have not cited any precedential deci-
sion holding beer and wine unrelated for purposes of a likelihood of confusion analysis,
and we are not aware of any. While each case must be decided on its own record, these
Opposition No. 91194148

23

decisions make clear that beer and wine (among other alcoholic beverages) certainly
can be, and frequently are, found to be related.
As evidence that the goods are related, Opposer submitted nine third-party regis-
trations in which the same mark was registered for both beer and wine. Opp. Not. of
Reliance, 26 TTABVue 7–53. While they are not evidence that the registered marks are
used on a commercial scale or that they are known to the public, third-party registra-
tions based on use in commerce and covering different goods or services serve to sug-
gest that those goods or services are of a type which may emanate from a single source.
L’Oreal S.A. v. Marcon, 102 USPQ2d 1434, 1140 (TTAB 2012); see also H.D. Lee Co. v.
Maidenform Inc., 87 USPQ2d 1715, 1724 n. 27 (TTAB 2008). Nonetheless, three of the
third-party registrations (Nos. 2721021, 3224004, and 3115035) have been cancelled,
and cannot be used for this purpose. See Sunnen, 1 USPQ2d at 1747. The six remaining
registrations provide some evidence that beer and wine are goods “of a type which may
emanate from a single source,” L’Oreal, 102 USPQ2d at 1140, although, because there
is no indication that these registrations are merely representative, rather than the
total number of such registrations, the small number of registrations is not strong sup-
port for that proposition to be applied in this case.
As previously noted, Mr. Fishbeck testified that some of Opposer’s competitors pro-
duce both wine and beer, and that Opposer once produced a wine cooler, although those
products were sold under different marks, and the record is silent as to whether Op-
poser’s corporate name was featured on the packaging or in advertising. Thus, we can-
not ascertain whether purchasers were aware that those goods originated from the
Opposition No. 91194148

24

same source. Nonetheless, it is clear that beer and other alcoholic beverages (including
wine) are sold to consumers in many of the same channels of trade, including retail out-
lets such as liquor stores, supermarkets, convenience stores, restaurants, and bars, and
Opposer’s unrefuted testimony is that beer and wine are competitive products.
Fishbeck Dec. ¶¶ 37–38, Fishbeck Test., TTABVue 45–47. While there are certainly
many expensive wines — and at least some expensive beers — neither beverage is in-
herently expensive. The record indicates that Opposer’s beer sells at retail for approx-
imately $ 6.00 – $ 8.00 for a six-pack and, according to Mr. Fishbeck, “the vast majority
of wine sold in the United States retails for less than $ 11.00 per bottle.” Fishbeck Dec.
¶¶ 42–43. Because wine and beer can be sold at low price points, many customers will
not exercise great care in their purchases of beer and wine. Thus, although the selec-
tion of beer and wine is sometimes subject to careful purchasing decisions, such prod-
ucts can — especially at low price points — be an impulse purchase, making it more
likely that a hurried customer would assume a connection between the source of such
products sold under similar trademarks. Recot, 54 USPQ2d at 1899 (“When products
are relatively low-priced and subject to impulse buying, the risk of likelihood of confu-
sion is increased because purchasers of such products are held to a lesser standard of
purchasing care.”).
As Applicant notes, it is clear that beer is different from wine (and other alcoholic
beverages). Moreover, because Applicant’s goods explicitly exclude beer, its goods and
Opposer’s do not actually overlap. App. Br., 41 TTABVue 14. Yet that fact is of little
consequence; as previously stated, goods need not be identical or even competitive in
Opposition No. 91194148

25

order to support a finding that confusion is likely. The question is whether, under all
the circumstances, consumers encountering the goods sold under these marks would
mistakenly believe that they share or are affiliated with or sponsored by a common
source. In re Melville Corp., 18 USPQ2d 1386, 1388 (TTAB 1991). In this case, Mr.
Fishbeck testified that Opposer considers its beer to be in competition with “liquor,
wine [and] spirits,” Fishbeck Test., 39 TTABVue 45–46, 54, and Applicant does not con-
tend otherwise.
Applicant further points out that Opposer has sold beer under its BUDWEISER
and BUD marks “for well over a century,” and has thus “had the opportunity to extend
its . . . trademarks to wines, had it wished to do so.” App. Br. at 10. While true, this ar-
gument makes little difference in our likelihood of confusion analysis. The question is
not whether Opposer in fact sells the same goods as Applicant, but whether consumers
are likely to mistakenly think that it does. We conclude in this case that beer and other
alcoholic beverages, including wine, are related, and that their purchasers and chan-
nels of trade overlap. Although Opposer has never sold wine under its BUD mark, the
fame of that mark makes it likely that purchasers seeing a similar “BUD” mark on
wine would think that Opposer has expanded its product line to include wine. The fact
that Opposer has not taken advantage of its “opportunity” to sell wine under its famous
BUD mark does not provide Applicant an opportunity to register its own mark for use
on wine (and other alcoholic beverages) if confusion is likely to result. These factors of
the relatedness of the goods, overlap in channels of trade and classes of consumers, and
conditions of purchase support a finding that confusion is likely.
Opposition No. 91194148

26

D. The Blair Survey
Opposer’s expert, Edward A. Blair, Ph.D., conducted a survey and found that 24
percent of survey respondents indicated their belief that a wine14 sold under the
WINEBUD mark would be put out by, affiliated or connected with, or approved or
sponsored by Opposer. Expert Report of Edward A. Blair, Ph.D., 37 TTABVue 110 (Nov.
21, 2010) (attached to Dr. Blair’s testimony as Exh. 1) (“Blair Rpt.”).15 Applicant raises
a variety of concerns about the design and execution of the Blair survey, including that
Dr. Blair had never conducted a survey involving a wine trademark; that only a “small
minority of the total number of respondents” indicated a belief that wines sold under
Applicant’s trademark would be produced by or affiliated with Opposer”; that the 400
participants in the survey were too few and an “infinitesimal number of consumers of
beer and wine products”; and that Opposer’s survey may not be reliable because it was
conducted over the internet.16 App. Br., 41 TTABVue 15–17.
To the extent Applicant contends that the Blair survey should not be admitted into

14 Although Applicant’s identified goods include the considerably broader category of “alcoholic
beverages except beers,” the survey focuses on Applicant’s intended use of its mark on wine.
See Blair Rept., App’x 3, 37 TTABVue 124–149 (survey questionnaire).
15 The survey also asked questions leading to Dr. Blair’s conclusion that 37 percent of respond-
ents were reminded of Opposer or its brand by Applicant’s WINEBUD mark, regardless of
whether they were confused as to the source of the product, Blair Rept., 37 TTABVue 110, and
that 45 percent of respondents (90 out of 201) “associated the name WINEBUD with Anheuser-
Busch or its brands,” Blair Rept., id. at 111, referring to all of the respondents who indicated
that they would be confused, or reminded of Opposer, or both. While these additional findings
might be relevant for other purposes, such as Opposer’s dilution claim, with respect to Oppos-
er’s Trademark Act § 2(d) claim, “[t]he fact that one mark may bring another mark to mind
does not in itself establish likelihood of confusion as to source.” In re P. Ferrero & C. S.P.A., 479
F.2d 1395, 178 USPQ 167, 168 (CCPA 1973). Accordingly, in considering the ground of likeli-
hood of confusion, we address Dr. Blair’s finding that 24 percent of the respondents exhibited
confusion under the conditions of the survey.
16 Applicant raises other issues which do not require discussion.
Opposition No. 91194148

27

evidence, we disagree. Along with most courts, the Board has generally treated the
type of survey flaws alleged by Applicant as affecting the probative weight of a survey,
rather than its admissibility. E.g., Nat’l Pork Bd. v. Supreme Lobster and Seafood Co.,
96 USPQ2d 1479, 1484–85 (TTAB 2010). Accordingly, we see no reason to exclude the
Blair survey from the record.
As for the qualifications of Opposer’s expert, see App. Br., 41 TTABVue 15, the rec-
ord indicates that Dr. Blair was well-qualified by his knowledge, education, and experi-
ence to conduct this survey, despite having never previously conducted a survey specif-
ically involving a trademark intended for use on wine. Blair Test., 37 TTABVue 9–12;
Blair Rpt. App’x 1, 37 TTABVue 114–121 (curriculum vitae listing Dr. Blair’s educa-
tion, teaching positions, publications, and professional experience); App’x 2, id. at 123
(list of recent lawsuits in which Dr. Blair offered testimony); see FED. R. EVID. 702. Ap-
plicant points to no facts or circumstances suggesting that a survey about wine trade-
marks differs significantly from any other trademark survey Dr. Blair has conducted,
nor has Applicant alleged any particular error attributable to Dr. Blair’s lack of experi-
ence with wine surveys. We conclude that Dr. Blair was qualified to conduct the survey
and to testify as an expert in this case. We further note that the survey was appropri-
ate in its general design. The likelihood of confusion part of the survey follows the fa-
miliar “Eveready”17 model, a widely used and well-accepted format for likelihood of con-
fusion surveys. See e.g., Starbucks U.S. Brands LLC v. Ruben, 78 USPQ2d 1741, 1753

17 Named for a case in which it was used with approval, Union Carbide Corp. v. Ever-Ready
Inc., 531 F.2d 366, 188 USPQ 623 (7th Cir. 1976).
Opposition No. 91194148

28

(TTAB 2006) (approving use of an Eveready survey); see generally, J. Thomas McCar-
thy, MCCARTHY ON TRADEMARKS AND UNFAIR COMPETITION, § 32:174 (4th ed. updated
2015) (discussing the acceptability of the Eveready format in likelihood of confusion
disputes).
We also reject Applicant’s suggestion that a 24 percent rate of potential confusion
as to the source or affiliation of Applicant’s wine would be insufficient to support a find-
ing that confusion is likely. As evidence that confusion is likely, a higher rate of confu-
sion will always be better than a lower one, but the Trademark Act does not set a
threshold percentage of relevant consumers who must be confused in order to bar regis-
tration under Trademark Act § 2(d). While survey results showing de minimis confu-
sion in the relevant population would not support an inference that confusion is likely,
du Pont, 177 USPQ at 567 (factor number twelve), courts have often found survey re-
sults probative of likely confusion even when they suggest that far less than 50 percent
of the relevant population is likely to be confused. For example, in J&J Snack Foods
Corp. v. McDonald’s Corp., 932 F.2d 1460, 18 USPQ2d 1889 (Fed. Cir. 1991), the Court
of Appeals for the Federal Circuit held that a survey in which 30 percent of respond-
ents indicated confusion should be given appropriate weight as evidence that confusion
is likely. Id. (affirming a finding of likelihood of confusion). And in a number of other
cases, courts have held that surveys with results comparable to Opposer’s 24 percent
rate of confusion — or lower — support a finding that confusion is likely. E.g., Exxon
Corp. v. Tex. Motor Exch. of Hous., Inc., 628 F.2d 500, 208 USPQ 384, 390 (5th Cir.
1980) (a showing that “[a]pproximately 15 percent of the individuals surveyed associat-
Opposition No. 91194148

29

ed the” defendant’s mark with plaintiff “indicate[s] a high possibility of confusion”);
James Burrough, Ltd. v. Sign of the Beefeater, Inc., 540 F.2d 266, 192 USPQ 555, 565
(7th Cir. 1976) (“Though the percentage of likely confusion required may vary from
case to case, we cannot consider 15 percent, in the context of this case, involving the
entire restaurant-going community, to be de minimis.”); U.S. Polo Ass’n, Inc. v. PRL
USA Holdings, Inc., 800 F. Supp. 2d 515, 101 USPQ2d 1487, 1502–03 (S.D.N.Y. 2011)
(finding survey results showing 22.5 and 27.8 percent confusion “suggestive of actual
confusion”), aff’d, 511 F. App’x 81 (2d Cir. 2013); McNeil-PPC Inc. v. Granutec Inc., 919
F. Supp. 198, 37 USPQ2d 1713, 1716 (E.D.N.C. 1995) (two surveys showing net confu-
sion rates of 28 and 21 percent were “certainly sufficient to draw the conclusion that
there is a likely chance of confusing the two products”); Miles Labs., Inc. v. Naturally
Vitamin Supplements, Inc., 1 USPQ2d 1445, 1465 (TTAB 1986) (survey showing 18
percent confusion corroborates finding of likely confusion; “surveys disclosing likelihood
of confusion ranging from 11% to 25% have been found significant”); see MCCARTHY,
§ 32:188, quoted in In re Spirits Int’l N.V., 86 USPQ2d 1078, 1089 n. 17 (TTAB 2008),
rev’d on other grounds, 563 F.3d 1347, 90 USPQ2d 1489 (Fed. Cir. 2009) (“Generally,
figures in the range of 25% to 50% have been viewed as solid support for a finding of a
likelihood of confusion”); Lawrence Evans & David Gunn, Trademark Survey Evidence,
20 Tex. Tech. L. Rev. 1, 22 (1989) (noting “an emerging national consensus that a show-
ing of ten percent or more is sufficient to establish likelihood of confusion”). We con-
clude that the 24 percent level of confusion shown in the results of the Blair survey is
not de minimis, and that — if it is representative of the potential rate of confusion
Opposition No. 91194148

30

among the universe of prospective purchasers — it supports Opposer’s claim.
Applicant also argues that Opposer’s survey is suspect because it was conducted
online. App. Br., 41 TTABVue 16–17. Applicant points out a number of possible short-
comings of online surveys, and contends that the only reason Dr. Blair chose that sur-
vey method was because it was “quicker and cheaper”18 than other means. App. Br. at
13. While there are drawbacks to conducting a survey online, see Gabriel M. Gelb &
Betsy D. Gelb, Internet Surveys for Trademark Litigation: Ready or Not, Here They
Come, 97 Trademark Rep. 1073, 1083–84 (2007), there is no perfect mode of market re-
search with which to compare it. All means of conducting a survey (e.g., telephone, in-
person, mail, online) have inherent advantages and disadvantages and none is ideal in
every respect.19 See id. at 1082, 1084 (advantages of online surveys); Isaacson, Hibbard,
and Swain, Why Online Surveys Can Be a Smart Choice in Intellectual Property Cases,
26 IPL Newsl. 1, 12 (Spring 2008). Applicant offers no convincing reason why we
should give Opposer’s survey reduced weight or “no weight at all,”20 App. Br., 41

18 As Opposer notes, Reply Br., 42 TTABVue 13 n. 4, what Dr. Blair actually said was that in
his opinion, an internet survey was “suitable” under the circumstances, as well as being
“quicker and cheaper.” Blair Test., 37 TTABVue 69. We see nothing wrong with the considera-
tion of timeliness or price as factors in designing a survey if the design is otherwise appropri-
ate.
19 For instance, Applicant argues that a mall-intercept survey would have been more appropri-
ate in this case than the internet survey Dr. Blair conducted. App. Br. 41 TTABVue 17. Yet “[a]
mall-intercept survey, while clearly admissible and a recognized survey method, is entitled to
limited probative weight because it is not based on a random sample and the results cannot be
projected to the entire universe of relevant purchasers.” Spirits Int’l, 86 USPQ2d at 1089. By
contrast, the sample in the Blair Survey “was randomly selected from the American Consumer
Opinion panel . . . and was balanced to represent U.S. Census data by geography, gender, age,
income and ethnicity.” Blair Rept. 37 TTABVue 105.
20 Applicant argues that an in-person survey would have been better because respondents could
have been shown “a mock up visual of a bottle of wine with a label bearing the mark at issue,”
(continued...)
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31

TTABVue 19, on account of the means used to conduct it. While we are mindful of the
limitations and advantages of various types of surveys, it cannot be said that Opposer’s
survey was unsound merely because it was conducted online.
Applicant further contends that the size of the sample used in Opposer’s survey
was too small to provide meaningful results in light of the large number of potential
customers (i.e., wine or beer purchasers) in the U.S. market. App. Br., id. at 16. Oppos-
er responds — citing Dr. Blair’s testimony — that a sample size of 400 can provide sig-
nificant results. Reply Br., 42 TTABVue 13 (citing Blair Test., 37 TTABVue 19–20). We
find both arguments somewhat lacking. To the extent Applicant contends that a sam-
ple which is quite small relative to a very large population cannot provide meaningful
results, we disagree. While a larger sample is better in principle than a smaller one,
the effect is not linear; each additional survey participant increases a survey’s preci-
sion, but by a smaller increment than the previous addition. Above a certain point, the
benefit gained from adding additional respondents is negligible. David H. Kaye & Da-
vid A. Freedman, Reference Guide on Statistics, in REFERENCE MANUAL ON SCIENTIFIC
EVIDENCE, 243 (3d ed. Fed. Jud. Ctr. 2011) (Reference Guide). As a result, a well-

while Dr. Blair simply used the word WINEBUD in capital letters on a blank background as a
stimulus. App. Br., 41 TTABVue 17. What Applicant describes is not a shortcoming of internet
surveys; we have little doubt that Dr. Blair could have used a “visual of a bottle of wine” as a
stimulus in his online survey. But more importantly, the stimulus Dr. Blair did use was entire-
ly appropriate. This proceeding is about whether Applicant may register as a trademark the
term WINEBUD without limitation to any particular style, color, or size for use on (among
other alcoholic beverages) wine. Had Dr. Blair focused his survey on any particular presenta-
tion of Applicant’s mark on a particular bottle, box, or other container of a particular wine, he
would have unnecessarily restricted the survey to that presentation, although the registration
Applicant seeks is not so limited. Miles Labs., 1 USPQ2d at 1452 (“Applicant’s argument that
the trade dress of its [labels and those of Opposer] underscore the clear differences existing in
the commercial impressions of the marks is without merit.”).
Opposition No. 91194148

32

designed and conducted survey using a representative sample can permit valid infer-
ences to be drawn about a very large population by studying only a relatively small
fraction of it. Id. at 246. Thus, the opinions of several hundred people might indeed be
probative of the opinions of millions.
Nonetheless, sample size does affect the analysis of survey results, particularly
when the sample is small. In response to Applicant’s argument, Opposer quotes Dr.
Blair’s testimony “that a survey sample size of 400 respondents is ‘a very common
number’ within the industry for a survey of this type.” Reply Br., 42 TTABVue 13.
However, although Dr. Blair’s survey did involve a total of 400 participants, they were
split into two groups: a test group of 201 respondents, using Applicant’s WINEBUD
mark as a stimulus; and a control group of 199 respondents, using the made-up mark
WINEBLOSSOM as a stimulus. In effect, Dr. Blair conducted two surveys, only one of
which (the test group) is directly relevant to whether consumers are likely to be con-
fused by Applicant’s use of WINEBUD for wine. Use of a control is sound practice be-
cause it tends to validate the survey itself,21 but those respondents who only considered
a spurious mark cannot be counted as part of the group reporting a 24 percent rate of

21 In this case, the zero percent rate of confusion in the control group (using WINEBLOSSOM
as a stimulus) suggests that the 24 percent rate of confusion in the test group was unlikely to
have been the result of anything other than the use of BUD as part of Applicant’s mark. Blair
Test., 37 TTABVue 22–23. See Eugene P. Ericksen & Melissa A. Pittaoulis, Control Groups in
Lanham Act Surveys, 104 Trademark Rptr. 744, 751 (2014) (“A good control is one that holds
constant all noninfringing elements of the product/trademark.”).
Dr. Blair’s choice of BLOSSOM as a stand-in for BUD in the control stimulus was sound. Alt-
hough BLOSSOM is longer than BUD, the two terms share the same initial consonant, as well
as a similar, agricultural, meaning. As discussed, Applicant argues that BUD in its mark —
but not in Opposer’s — has a viticultural connotation. Thus it is notable that the test cell, using
the related term BLOSSOM, rather than BUD, showed no confusion at all.
Opposition No. 91194148

33

confusion with respect to Applicant’s WINEBUD mark. The survey that answered that
question was the survey of the 201 test-group subjects. This leaves us with a question
that Dr. Blair did not address: How precise is the result of a survey using 201 test sub-
jects? The answer is not entirely clear from this record, but we can make some useful
observations, based on case law and scholarly publications.
Selection of an appropriate sample depends on a variety of factors, and not surpris-
ingly, the weight given to surveys of various sizes differs from case to case. See, e.g.,
Zatarains, Inc. v. Oak Grove Smokehouse, Inc., 698 F.2d 786, 217 USPQ 988, 997 n. 4
(5th Cir. 1983) (criticizing survey on suggestiveness for various reasons including that
“survey samples such as these — 100 women in each of four randomly selected cities —
may not be adequate in size to prove much of anything”); Schieffelin & Co. v. Jack Co.
of Boca, Inc., 850 F. Supp. 232, 31 USPQ2d 1865, 1875–76 (S.D.N.Y. 1994) (survey of
176 subjects admitted “in view of the large percentage of people indicating confusion”);
Spirits Int’l, 86 USPQ2d at 1089 (TTAB 2008) (“where as here, the number of partici-
pants is rather small (231), the survey provides limited information about consumer
views”); Zimmerman v. Nat’l Ass’n of Realtors, 70 USPQ2d 1425, 1435 (TTAB 2004)
(genericness survey in which only 10% of 96 respondents considered term to be a
trademark “was too low to accord much weight to the study results”).
Contending that the sample size in this case was adequate, Opposer notes that in
Starbucks U.S. Brands LLC v. Ruben, 78 USPQ2d 1741 (TTAB 2006), the Board found
a survey of 200 respondents “reliable and therefore of probative value on the issue of
likelihood of confusion.” Opp. Br., 42 TTABVue 13 (citing Starbucks, at 1753). Opposer
Opposition No. 91194148

34

also cites a Seventh Circuit case in which a survey of 500 subjects was deemed “fairly
and scientifically conducted.” James Burrough, Ltd., 192 USPQ at 556. But the sample
in that case was nearly two and one-half times as large as Opposer’s test cell.
The problem with a small sample is the effect of sampling error — the uncertainty
inherent in the observation of a sample selected from a larger population due to ran-
dom variation. Reference Guide at 243 (“An estimate based on a sample is likely to be
off the mark, at least by a small amount, because of random error.”). The smaller the
sample, the larger the sampling error. See 1 Jacob Jacoby, TRADEMARK SURVEYS 892–
95 (2013). In other words, the observed confusion is likely to differ more widely from
the true level of confusion in a small sample than in a larger one, thus providing a less
reliable estimate of confusion in the larger universe. Id.; Reference Guide at 243–44.
The question is one of degree, but at some point, a small sample may provide results
potentially so low or so imprecise as to be of little or no value in inferring the rate of
confusion among all relevant consumers. This imprecision can be calculated and ex-
pressed as a confidence interval at a given confidence level.22 1 Jacob Jacoby,
TRADEMARK SURVEYS 894.
Dr. Blair did not include in his report or testimony a confidence interval calculated

22 For instance, the results of a survey might be reported to show 35 percent confusion ± 2.5
(the confidence interval) at a 95 percent confidence level. (Ninety-five percent is a frequently-
used confidence level in trademark surveys. Lawrence Evans, Jr. & David Gunn, Trademark
Survey Evidence, 20 Texas Tech 1, 8 (1989).) From those results, one could expect that if the
survey were to be repeated, 19 out of 20 times the “[confidence] intervals from repeated sam-
ples would cover the true value.” Reference Guide at 247. A smaller sample showing the same
rate of confusion would result in a wider interval at the same confidence level (e.g., 35 percent
± 7), indicating less precise results.
Opposition No. 91194148

35

from the reported results.23 But based on published statistical tables, we can see that
the lower bound of the confidence interval for this survey is between 17.5 percent and
18.3 percent.24 In other words, even construing the survey in the best light for Appli-
cant, the results suggest that at the 95 percent confidence level, at least 17.5 percent of
the relevant population is likely to be confused by Applicant’s use of its mark for wine.
While that figure would not be considered a high level of confusion, neither is it negli-
gible or de minimis. See, e.g., James Burrough, Ltd., 192 USPQ at 565 (finding an ob-
served 15% rate of confusion legally significant). Thus, we reject Applicant’s contention
that Dr. Blair’s sample was too small to produce meaningful results. Although a larger
sample may have enabled us to be confident of a likely level of confusion closer to the
observed 24 percent, even at the lower end of the confidence interval, Dr. Blair’s survey
results are still probative, although not strong, evidence that confusion is likely.25

23 Although it is not always provided with surveys in Board proceedings, a confidence interval
may be useful in considering survey results (at least when a random sample is chosen), particu-
larly when the sample size is somewhat small. “[I]n the case of a particular scientific technique,
the court ordinarily should consider the known or potential rate of error.” Daubert v. Merrell
Dow Pharm., Inc., 509 U.S. 579, 594 (1993); Avon Prods., Inc. v. S.C. Johnson & Son, Inc., 32
USPQ2d 1001, 1006 (S.D.N.Y. 1994) (not reported in F. Supp.) (“one must employ statistical
confidence tests when making a claim regarding the projectability of a sample or survey result
in order to infuse that result with any meaning”). See Larry Jones, Developing and Using Sur-
vey Evidence in Trademark Litigation, 19 Mem. St. U.L. Rev. 471 (1989) (“the ‘confidence level’
and ‘sampling error’ associated with [a] survey reflects [its] credibility”).
24 See 1 Jacob Jacoby, TRADEMARK SURVEYS 895 (2013). Jacoby’s table shows confidence ranges
calculated for a 95% confidence level at various sample sizes and observed results. For a sam-
ple size of 200, the confidence range is ± 5.7% when the observed value is 20% and ± 6.5% when
the observed value is 30%. The observed 24% level of confusion in the Blair study falls between
20% and 30%, so the range of error for Opposer’s survey falls between ± 5.7% and ± 6.5%.
25 We hasten to add that a survey is neither required nor expected in a Board proceeding. Most
Board cases involve only indirect evidence of consumer perception.
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36

E. Balancing the Factors
Based on the record, we have found Opposer’s BUD mark to be famous, and that
Opposer’s mark is similar to Applicant’s. Applicant’s wine is related to Opposer’s beer
and the parties’ products are sold in some of the same channels of trade to the same
classes of customers. The goods are purchased, inter alia, by ordinary consumers who
are unlikely to exercise care in their purchases. We therefore conclude that use of Ap-
plicant’s WINEBUD mark on wine and other alcoholic beverages is likely to cause con-
fusion with Opposer’s registered and previously used BUD mark for beer, a conclusion
that is further corroborated by the Blair survey.
V. Dilution
Having determined that Applicant is not entitled to registration under Trademark
Act § 2(d), it is unnecessary to consider Opposer’s dilution claim.

Decision: The opposition to registration of Application Serial No. 79065427 is sus-
tained on the ground of likelihood of confusion under Section 2(d) and registration to
Applicant is refused.