The name of every alcoholic-beverage manufacturer, every product line, and every drink, is a potential trademark. The logos, slogans, and graphics on your labels or packaging are potential trademarks too. If your chosen trademarks don’t comply with the law, or they are too similar to someone else’s, you might not be able to use them. It’s best to find out whether you can use and protect your trademarks as early as possible so that you can make changes before you have accumulated customer goodwill and marketing costs. This is especially true in an increasingly crowded alcoholic-beverage industry, where trademark disputes are very difficult to avoid without careful planning.