What will AB InBev do with city dialling code trademarks?

Here’s a story from the ‘innovative filing strategy’ department. Beer behemoth Anheuser-Busch (AB) InBev has confirmed the news reported in local US press that it has applied to register 15 city dialling codes as trademarks. The filings come not three months after the conglomerate acquired Goose Island microbrewery, famous in Chicago for its Urban Wheat Ale, known in the Windy City by local dialling code 312. So what can we discern from AB InBev’s apparent expansion of this brand strategy?

Get unlimited access to all WTR content