Series of interesting clips rolled in this week that, surprise-surprise, further complicate craft branding. Some pretty big companies are developing relationships and limited-release brands with small brewers. So are celebrities, musicians and sports teams. Others seem less thrilled with small brewer brands they find encroach on their own brand or trade on their notability. Take HefeWheaties, new limited-release hefeweizen from fast-growing Fulton Brewing of Minneapolis, which worked directly with Minnesota-based General Mills. Lots of local ties between the big cereal co and small brewer that led to the cereal-branded beer. As Fulton has taken Twin Cities by storm, up from just over 1000 bbls in 2010 to near 17K bbls last yr, the Wheaties brand once held 10 share of the cereal mkt before shrinking to below 1 by early 2014, according to MSP Biz Journal. Just today, Southern Tier Brewing of NY announced new brand with bigger volume potential, One Buffalo. It’s result of partnership with Pegusa Sports and Entertainment (PSE), which owns a number of local sports teams, including NFL’s Buffalo Bills. Southern Tier brand hits the team’s home stadium for preseason game tonight, available on tap thru Western NY by end of the month and 6-pks in Sept. Number of craft brewer/sports tie-ups really picking up these days, with many specialty branded options across US.

But as it goes with trademarking, not everything so rosy as beers perceived to reference specific pop culture icons (even if unintentional or making broader reference) come under fire. Warner Bros may have something to say about trademark filing by Hogshead Brewery in Denver. Why? The entertainment co’s Wizarding World of Harry Potter park, of course. Potter-readers may recognize Hog’s Head Inn from books, replicated as a branded Pub in the Warner Bros-owned theme park, as Westword reported this week. Late last month, Warner Bros asked for an extension to file a notice of opposition to Hogshead Brewery’s name and logo mark. The co has ’til end of this month to do so. It’s not first major entertainment company eyeing a small brewer: recall Lucasfilms struck Empire Brewing for its Strikes Bock last fall. Earlier this month, musical duo LMFAO issued cease and desist to Pigeon Hill Brewing of Mich for stout of same name, the Muskegon Chronicle reported this week. Band’s lawyers suggest “LMFAO Stout may confuse the public to believe that the band somehow endorses or is related to the product.” That ain’t so, Pigeon Hill founder says, as acronym shortens “Let Me Fetch An Oatmeal Stout.” You might also recognize the string of letters as digital-age speak for “Laughing My F***ing A** Off.” As we know, a trademark suit can be no laughing matter, financially or publicly. And influx of small beer brands that really are endorsed by bands could add further complication.