This Bud’s for you…

The evidence of American cultural imperialism is littered across much of the modern world. No matter where you are, it seems as though you are never too far from a McDonald’s Big Mac, a cold delicious Coca-Cola, and you’ll be looking dapper in your Abercrombie & Fitch t-shirt if you’re careful not to spill. I’m both amazed at how seamlessly international corporations have exported their brands across the world by changing a few ingredients in their recipe for success and perplexed that visible brand imperialism has not been met with more resistance. While Vienna still has a very unique flavour to it’s cultural identity and much more that I have yet to experience, it seems that there has been slight move to a sort of global homogenization of culture.

California’s movie making factory is churning out relatable idioms that resonate across an entire generation of youth. Many of us integrate these expressions into our communication style and they seem to generate a feel good moment when the person you just met “gets it.” I was able to make a connection and a new “friend”, if I can be so bold in the assumption, over the movie Eurotrip. He told me that “It’s a good thing I came in Summer because in Winter it can be very depressing” and I made sure that I was polite to say ” Mi Scusi” if I had to slip by him. Even in countries that are geographically so distant, the powerful force of globalization and effective word-of-mouth brings us together in a rather peculiar way.

From what I have observed so far, I was not surprised to learn of one of the earliest trademark disputes in the world’s history involved the United States. The dispute was between Anheuser-Busch and the Czech Republic producer, Budvar, over who owns the trademark and the right to sell Budweiser Beer. After reviewing the American Budweiser.com I noticed that the Anheuser-Busch makes no reference to the trademark dispute but instead claims that in 1876 Adolphus Busch pioneered brewing the better way. The Budweiser.at website claims that the beer’s roots date back to 1265 and makes explicit reference to the dispute. The EU has ruled that Anheuser-Busch can sell it’s version of the brand under the name Bud and the United States will allow import of the Czech brand under the name Czechvar.

In the meantime I don’t like to argue, let’s ignore the barrage of advertisements and visual stimuli. Let’s instead enjoy a delicious pint, strudel type treat, and take in the experience and enjoy the view. Prost!