Great Lakes Brewing Co. rebrands seasonal double IPA after trademark dispute

Earlier this year, we reported on a trademark dispute that forced Great Lakes Brewing Co. to limit the use of the word “Alchemy” in its new double IPA release. Now comes news that Great Lakes will rebrand its latest seasonal as Chillwave, according to a statement released to fans on GLBC’s website.

The label’s artwork, which will still be used, pays tribute to the North Coast’s underground surf culture, and will return with slight modifications.

The new name is the result of an unforeseen trademark matter involving Craft Brew Alliance Inc. (CBA) and Widmer Brothers Brewing that arose shortly after Alchemy Hour Double IPA’s strong market debut in February 2013.

“A lot of thought and preparation went into the name,” said GLBC Co-Owner Pat Conway. “We were disappointed that we had to change it, but both parties handled the situation amicably. The beer is still excellent, regardless of the name. We’re very proud to release it again as Chillwave Double IPA.”

The name Chillwave Double IPA references the cold, often harsh conditions that Great Lakes surfers must face each time they ride waves. The Chillwave story:

“Great Lakes surfers work hard for their thrills. They wake before dawn, listening to the weather report like school kids hoping for a snow day. If the waves are worthy, they ride. No matter the cold, no matter the season, no matter the frozen crystals gathering in their beards, or the wind-whipping, white knuckle conditions they must face. Yeah, they’re all a little crazy. But we didn’t craft our Double IPA for the faint of heart. With a flash of Mosaic hops and a kiss of honey malt, it’s a rush in a bottle. Drink our Chillwave. Then go out and ride your own.”