The two companies have been fighting for over 100 years to gain the one true crown as makers of Budweiser, a name both use but have butted heads about who can use it where.
Budvar said this week that it’s triumphed over AB InBev, reports Daily Finance, and that the court will let it come back to the market with Budweiser Budbar lager. The company’s director called it “a great victory.”
He said the court called AB InBev’s use of the trademark deceptive and struck it from the trademark register.
“Therefore our competitor must stop selling Budweiser beer in Italy,” he said, adding that the verdicts are final.
AB InBev says it’s disappointed with the ruling but is far from giving up.
“We continue our efforts to secure our Budweiser trademark rights in Italy. To do so we are considering our legal options,” a spokeswoman said in a statement.