Even infrequent news viewers likely took note of the major tension that occurred when Bud Light chose a transgender influencer to be part of a marketing campaign. The backlash was immediate among the political right, and activists even started their own alcohol brands as an alternative to the popular Bud Light beer. That simple act has now led to an Ultra Right trademark battle.

Anheuser-Busch is the owner of Bud Light, and on December 23, 2024, the company filed a trademark opposition against Ultra Right Beer, LLC. In the fallout of the Bud Light marketing decision — which led to a massively successful boycott against Anheuser-Busch — Ultra Right Beer jumped into the vacuum left by Bud Light drinkers upset about the company’s decision.

While Anheuser-Busch’s revenue finally began stabilizing in November 2024, it seems the company isn’t quite done with this fight.

Ultra Right Beer Seeks Trademark Protection

As Bud Light and its parent company’s revenue significantly decreased, Ultra Right Beer received substantial attention in the American media. Only one month after the boycott against Bud Light commenced, a trademark application was filed seeking protection for the “Ultra Right” moniker. The company – founded by Seth Weathers – seemed poised for success.

However, its journey towards trademark registration encountered significant hurdles. It was over a year before the publication of the application in the Official Gazette actually occurred. The company sought protection under various trademark classes, covering drinkware, clothing, and beer. Reaching this milestone is clearly what got Anheuser-Busch involved.

Less than one month after Ultra Right was published for opposition, the Bud Light manufacturer filed a notice of opposition. While it’s unlikely Anheuser-Busch was unaware of Ultra Right’s existence, apparently the trademark application was enough to risk another culture war fiasco.

Bud Light vs Ultra Right

In its filing with the U.S. Patent and Trademark Office (USPTO), Anheuser-Busch claims that registering the Ultra Right trademark would create a likelihood of confusion with its Michelob Ultra brand.  While some beer lovers might not realize it, “Ultra” is a protected trademark owned by Michelob’s parent company.

The filing states that a likelihood of confusion would exist since “Ultra Right” is so similar to “Ultra,” “Ultra Superior Light,” and similar existing trademarks. This essentially means that consumers might think that Anheuser-Busch was releasing Ultra Right Beer. While this may seem unlikely since the right-wing beer brand was created as an alternative to Bud Light, the similarities are unmistakable.

Anheuser-Busch also claimed that approving the Ultra Right filing could result in dilution of its brand. This means that the connection between “Ultra,” “Michelob Ultra,” and similar trademarks would become less connected to Anheuser-Busch in the minds of consumers. Such trademark dilution would create sufficient grounds to not approve Ultra Right’s registration.

What Happens Next?

The opposition filing with the USPTO means that the Trademark Trial and Appeal Board (TTAB) is now overseeing the case. As of now, the ball is in the court of Ultra Right Beer, LLC. Now that the opposition has been filed, the company has until February 1, 2025 to submit an answer to the TTAB. If they do so, legal proceedings will continue.

However, there’s no guarantee that this will happen. During the early months of seeking success with his “100% woke free” beer brand, Seth Weathers encountered issues. It’s hard to guess where the company is now in terms of success, but the idea of getting in a legal fight with an international beer company may not be appealing.

Customers complained about never receiving their orders from Ultra Right Beer, and within a year of launching the venture, the company had an F rating from the Better Business Bureau. Of course, these problems may not be enough for the company to give up its fight. If this case moves forward, we might not have a resolution until 2026.

Until that time, the Ultra Right trademark will be in limbo as another phase in the culture wars begins.