Thorny Devil just launched its very own craft beer online shop. Your favourite Blonde and Pale Ale is now a click away. Fantastic deals and discounts await you. Free delivery for orders 1 Case and up. Order now and don’t spare the chance of sipping the famous western Australian award-winning craft beer – Go to thornydevil.beer/shop. Enjoy the following article about the craft beer world.
The greatest strength of a craft brewery is its process; after all, this is what differentiates home-grown brews from every other run-of-the-mill beer lurking on the shelves out there. Our unique brewing process incorporates rainwater along with time-honoured German techniques utilising custom home-made equipment, and every small, handcrafted batch blends the highest quality, freshest ingredients we source from around the globe.
Although we strive to bring the world a little closer together with our inclusion of quality global ingredients, we can’t tell a lie. Mandurah isn’t just where our brewery is; it’s where our hearts are, too. This is why we make the conscious choice to support our region through the use of locally-sourced ingredients. Our ambition for authenticity informs our mission to educate all the thirsty guys and gals around us about how flavoursome real beer can be through unique, quality experiences. Our vision and eventual goal is to become one of the most respected and preferred craft breweries in Australia.
Retailers in stoush over ‘cartel’
Online retailer Beer Cartel has gone public about an ongoing intellectual property dispute with a new competitor, Craft Cartel.
In an impassioned Facebook post, Beer Cartel co-founder Richard Kelsey last week unleashed his frustration at the similarity in branding of his online rival, which was founded in the second half of 2016.
“We started Beer Cartel way back in 2009 – we were around before Dan Murphy’s even had an online store,” wrote Kelsey.
“Unfortunately, it appears that Craft Cartel is trying to piggyback off our name and reputation, which has been a massive kick in the guts.
“We’ve already seen significant confusion between people mixing up the two businesses. They have tried to register Craft Cartel as a trademark and it has been rejected because of the similarity in names.”
IP Australia records show that ‘Craft Cartel’ received an adverse report in December 2016.
No confusion, says rival
Craft Cartel is a new online venture from Wenty North Liquor, a bottleshop that began trading in western Sydney in 1998, founder Ben Malouf told Brews News.
“Our bricks and mortar store, Wenty North Liquor has been building a strong craft beer range for over seven years,” he said.
“Taking our craft beer online was the next natural step for us, as it is for many retail businesses looking to expand.”
Malouf said that from the outset, it has been Craft Cartel’s intention to sell not only beer, but also craft spirits and wine.
“It’s for this reason that we included the word ‘craft’ in our business name and we felt Craft Cartel had a great ring to it,” he said.
“We registered the business name with ASIC as required by law, before moving onto branding, packaging, marketing collateral and website development.
“We appreciate a similarity to the name Beer Cartel, in the same way as Liquor Stax, Liquorland, Mr Liquor etc co-exist in the marketplace.
“We believe that customers are savvy and buy from a store (online or otherwise) because of the range, customer service and value.
“We pride ourselves on all of these elements and are not aware of any significant confusion to date,” Malouf said.
Cease and desist
Kelsey told Brews News his store regularly receives calls from customers enquiring about orders that they have in fact made with Craft Cartel, which he said is clear evidence that confusion is occurring.
He said he tried on numerous occasions to contact Malouf to discuss the situation, but the correspondence went ignored.
According to Kelsey, Beer Cartel subsequently sent multiple cease and desist letters that also fell on deaf ears.
“To see someone try to leverage off all the work myself, Geoff [Huens, Beer Cartel co-founder] and all our great staff have done is absolutely gutting,” Kelsey wrote on Facebook.
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