From the Boston Globe:
Boston Beer Company, maker of Samuel Adams, has filed a trademark for “Boston Strong” 26.2 Brew in the beer category. The trademark would allow for Boston Beer’s annual Marathon beer, “26.2 Brew,” to be renamed with an eye toward supporting the victims of this year’s tragedy.
Boston Beer has long been a sponsor of the Marathon, brewing the race’s official beer. In light of last week’s events, the company has pledged to donate all 2013 profits from the Boston 26.2 Brew to the Greg Hill Foundation to support the victims and their families. The company has also pledged to donate 100 percent of next year’s profits to Marathon-related charities.
And before any cynics question whether the maker of Samuel Adams beer is trying to capitalize on this trademark, Boston Beer has made it known that if the trademark is approved, it “will allow others in the beverage category to use the ‘Boston Strong’ phrase so long as 100 percent of profits are donated to charity.”