Anheuser-Busch Attempt to Trademark "Brewed the Hard Way" Foiled

Tribune News Services' June 5, 2015 article brings to light the importance of timing in trademark application and that constant tension between dates of first use and application filing dates.  Anheuser-Busch tried to phrase "Brewed the Hard Way" as used on Superbowl ad but Martin City Brewing filed a trademark application for Hard Way IPA the day before.  Anhesuer-Busch states that "Budweiser had been 'brewed the hard way since 1876.'  Anheuser-Busch's application is currently suspended and the brewery's application was approved for publication, thus subject to public opposition. It will be interesting to see where this ends up.