What’s in a Name?
You may have noticed something new about our website and social media presence. Yes, the brewery name has really changed. What does the new name mean? I’ll get to that, but first I’d like to clarify *why* it’s changing.
The decision to alter a name we’ve had for over 4 years was anything but an easy one. It’s become an identity for us and something we’re invested in, emotionally and financially. The primary reason it’s changing is a legal one. We’re in a position in which we are unable to fully protect our brand under federal law. That’s not a good place to be, no matter how invested we are in a name. Without getting too awfully in depth, the name “Beach” is simply too unspecific for us to protect properly. Because there are other beverage companies (and breweries) with “Beach” in their name, we would have trouble refuting that our name does not cause consumer confusion if an overlap in distribution occurred. Obviously, from a local perspective, this is not really an issue. But we have to look long-term and ensure we are protected, even if conflict isn’t certain. (To be clear, we are not being sued or legally entangled with another company in any way. This is a proactive action.)
So, that’s the long and short of why this is happening. We’re going to take the legal advice we’ve been given, even though it’s a bit tough to do so. Again, this is not a decision we’ve made lightly or easily. Even under these circumstances, we considered keeping the name as is. But I have a responsibility to make sure we are protected, despite the fact that it’s difficult. That leads us to our new name:
Reaver Beach Brewing Co.
Reave [reev] <verb>: To take away by force; plunder or pillage.
Reaver [reev-r] <noun>: Plundering forager, one who reaves.
As it applies to the rich maritime history of Coastal Virginia, “Reaver” refers to a person more commonly known as a Pirate. We look to tap into this history while still remaining true to our culture as a brewery. There will be other allusions to the word “Reaver”, which will be made clear as we move forward. The addition to our name is the only significant change here. The people, beers, logo (other than verbiage), and ownership will remain exactly the same. We know this will take some getting used to, for everyone. Change is never easy, particularly change like this. But it’s positive change and now part of the evolution of our little brewery. We’ll use it as fuel to further the exciting new projects we’ve been hard at work on.
We understand there will be questions and that not everyone will read this post. We will probably have to explain the change many times, and that’s ok. That’s part of the process. We also know that a great many of you have “Beach Brewing Co.” t-shirts and other apparel. This change is not being made to sell shirts and that’s why we’re giving away 150 new Reaver Beach t-shirts this Saturday, March 14th, for FREE. One per person, first come, first served. Growlers with any logo will be honored for fills, as they always have.
Changes to items and branding will occur over time, so please bear with us as we transition. If you’re reading this, I personally appreciate your attention. I appreciate your patronage. Above all, I appreciate the opportunity to do this thing I love so much – making beer that speaks to me, and that hopefully speaks to others as well. Thanks for reading and we look forward to seeing you at Reaver Beach.