How to gain instant fame for your small brewery through manipulation of the legal system and the public

1. Brew a coffee/mocha/espresso stout. Name it (or at least encourage consumers to refer to it as) something extremely close to a trademark held by a large corporation

2. Receive a (surprisingly polite) cease & desist letter from the legal representatives of that corporation

3. Write a snarky letter to said legal representatives in which you act like a wounded aggrieved party being put upon by “The Man.” Circulate this letter as far and widely as possible, so everybody knows how much of an improbable David you are, taking on big, bad Goliath

4. Change the name to something that reflects your pitched battle against corporate injustice. Sit back and smile as the craft beer sheep obediently line up to shear themselves at your tap handle.


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