With the 74th Anniversary of the famous Sturgis Motorcycle Rally less than a week away, it seemed like a good time to check in on recent Harley-Davidson trademark activity at the USPTO.

As it turns out, a very interesting intent-to-use trademark application was filed just two weeks ago, seeking federal registration of the world-famous HARLEY-DAVIDSON word mark in connection with “alcoholic beverages except beers” in Int’l Class 33.

It appears that Harley-Davidson has only obtained coverage for alcoholic beverages in Int’l Class 33 twice before, but never for the HARLEY-DAVIDSON brand.

In 1996 it obtained a federal trademark registration for STURGIS in connection with “prepared alcoholic cocktails,” and a renewal specimen of use from 2006 reveals that STURGIS is the name of a cocktail served at the Harley-Davidson Cafe, made with “Captain Morgan’s and Malibu Rum, orange and pinapple juice and bit of sour mix.”

A year later it obtained a federal trademark registration for V-TWIN in connection with “prepared alcoholic cocktails,” and a renewal specimen of use from 2007 reveals that V-TWIN is the name of a cocktail served at the Harley-Davidson Cafe, made with “Vodka, Blackberry liqueur, pinnaple juice and a splash of sour mix.”

And, the brand new Harley-Davidson intent-to-use filing does not appear to be a repeat of the company’s prior experimentation with beer, which was covered by Int’l Class 32, not 33.

Indeed, three federally-registered Harley-Davidson logos no longer have active coverage for beer in Int’l Class 32, the coverage being dropped years ago, here, here, and here.

The abandonment of that federally-registered protection for beer is a bit curious as Harley-Davidson continues to partner and co-brand with Miller High Life:

  

So, we’ll have to wait and see whether Harley-Davidson actually puts its brand name behind what a freedom lover might pour over the rocks in one of these glasses:

Finally, remember my question from last year about the Harley-Davidson logo, wondering whether there is a name for it?

Well, it appears there is: Bar & Shield Logo.

By the way, anyone heading to Sturgis?

If so, please keep an eye open for the launch of any Harley-Davidson brand extension for Int’l Class 33 style booze. Or perhaps a “bootleg” cocktail?