With the inaugural Beer Mile World
Championship only weeks away, interest in the
four-lap, four-beer race is particularly high in
Austin, Texas, the city that will host the event,
so it’s not too surprising that one of Austin’s
most famous residents, banned cyclist Lance
Armstrong, recently decided to try his hand at
the event. Armstrong’s attempt was short-
lived, however, because after he chugged a
beer, ran one lap well behind the leaders, and
grabbed another beer, he dropped out. He was
heard saying “That was not what I expected.”
Patrick Hitchins, who finished second in the
time trial in 6:08, said, “[Armstrong] drank
Budweiser heavy from a 12 ounce can, no
widemouth, following strict international beer
mile standards. Perhaps his days with Michelob
Ultra Lite put him at a disadvantage. He’s
probably on his way to a gas station getting
some Budweisers right now to practice."
Lucasfilm owns the trademark on the Star Wars franchise so when an upstate New York brewery
started peddling “Empire’s Strike Bock” beer, Disney-owned Lucasfilm fired up the legal engines
and is suing the brewery because the second movie in the trilogy is called The Empire Strikes
Back, In addition, marketing materials for the beer feature a poster styled after the opening crawl of
letters in the Star Wars movies, declaring “May the hops be with you,”
Lucasfilm filed a notice of opposition with the US Patent and Trademark Office earlier this month,
noting the similarity in the beer’s name and the title of the 1980 film, as well as the fact that the
brand sells its own beverages and food in the past featuring the Star Wars theme.
Lucasfilm claims the fact that consumers have been exposed to and accustomed to
seeing Lucasfilm’s Star Wars film franchise marks in connection with food and beverages,
including wine, increases the already existing likelihood of confusion.”
In response a manager at the brewery says it’s all a misunderstanding, because the beer
is really just “Strikes Bock,” and it happens to made by Empire, so it’s
Empire’s “Strike Bock” beer (which definitely puts the flim in flimsy).
The official suit reads: “Applicant’s EMPIRE STRIKES BOCK mark is virtually identical in sound,
appearance and connotation to Lucasfilm’s THE EMPIRE STRIKES BACK mark, differing by only
one letter in the respective last words ‘BOCK’ and ‘BACK’ and the initial word ‘THE.’”
Oh no, might Arnold Schwarzenegger be sued next for saying "I'll be right bock!"?
The brewery has been making the beer for seven years, so why is this fight just brewing
now they ask. It turns out Empire had reportedly filed for a trademark recently, stirring
up some serious cosmic space dust in the process.
the crossroads of the beer world
Beer, wine and spirits are fuelling the obesity
epidemic and should be labelled with the calories
they contain, say some public health experts.
A large 175ml glass of 13% ABV wine contains
160 calories, and a pint of 4% ABV beer contains
180.But the vast majority of drinkers are unaware
of the calorific value of their drinks, says the
Royal Society for Public Health (RSPH).
Because of that the European commission his
debating whether to mandate nutritional labels,
including calories, on all drinks. At the moment
beer is exempt because labelling is only required
for food. Currently UK drinks companies have
agreed to put alcohol units on the labels – but not
calories. One unit of alcohol is 56 calories – so
weaker drinks are less fattening, although those
with mixers containing sugar will be higher in
calories. Among adults who drink, nearly 10% of
their daily calorific intake comes from alcohol, it is
estimated.But the calories are not the only
problem. Alcohol cannot be stored in the body but
is converted to acetate in the liver and then
released into the bloodstream, inhibiting the
amount of fat the body burns from food.