Stella’s, the core identity of two of our city’s pioneering beer-forward restaurants, have changed their name to Biercraft. After an idiotic trademark dispute brought on by a petty owner of a Winnipeg bakery/cafe of the same name, the owners wisely decided to re-brand the restaurants rather than continue to fight a costly and protracted legal battle just to keep the name.The concept remains same. They are still focused on quality local food that pairs well with a wide selection of premium beer. “The new name reflects what we do best,” says owner Dean Mallel. “When we first opened, we had an exclusively Belgian beer list. Over the years, in response to our customers, we have expanded into a wider range of craft beer from BC, the US and Europe with more taps and bottle selection.”
Biercraft celebrates the launch of their new name tomorrow and the next (October 20 and 21) at both of their Vancouver locations (1191 Commercial Drive and 3305 Cambie Street); come down for a visit and enjoy a pint of Carlsberg on tap for only $3.
~ PK
{ 6 comments… read them below or add one }
Sad they had to change the name due to some petty dispute; but Biercraft has a nice ring to it. Name change or not I’ll still be dropping by for some great beer and food.
I agree, Biercraft is a great name. And better to not waste all that money on lawyers and rather focus on your customers and branding.
Shit. Now where am I going to do my Brando impersonation?! This sucks.
fmed, you could do it while holding a bottle of Stella…but then you’d probably lose a lot of respect amongst the beer cognescenti :P
How’d they get around the restaurant naming regulations?
http://www.restaurantregulations.ca/Text/1172689068899-6993/pC/1171585953959-1681/
…ahh, maybe because “bier” also has another meaning – it’s a coffin stand.
http://en.wikipedia.org/wiki/Bier