This doesn't have to be Czech mate for AB InBev's trademark strategy

Now that AB InBev has lost its argument to register BUDWEISER as a CTM, what should the famous beer brand do? It has tried for 14 long years to register the word as a CTM to bolster the national registrations it has in 23 of the 27 EU member states. But that will now be impossible: the ECJ yesterday ruled that Budejovický Budvar's earlier rights in Germany and Austria were sufficient to show genuine use of the mark in the Community and could therefore block AB InBev's application. So how exactly should AB InBev structure its trademark strategy in line with an evolving brand portfolio?