[Code of Federal Regulations]
[Title 27, Volume 1]
[Revised as of April 1, 2002]
From the U.S. Government Printing Office via GPO Access
[CITE: 27CFR7.23]

[Page 87-88]
 
            TITLE 27--ALCOHOL, TOBACCO PRODUCTS AND FIREARMS
 
 CHAPTER I--BUREAU OF ALCOHOL, TOBACCO AND FIREARMS, DEPARTMENT OF THE 
                                TREASURY
 
PART 7--LABELING AND ADVERTISING OF MALT BEVERAGES--Table of Contents
 
           Subpart C--Labeling Requirements for Malt Beverages
 
Sec. 7.23  Brand names.

    (a) General. The product shall bear a brand name, except that if not 
sold under a brand name, then the name of the person required to appear 
on the brand label shall be deemed a brand name for the purpose of this 
part.
    (b) Misleading brand names. No label shall contain any brand name, 
which,

[[Page 88]]

standing alone, or in association with other printed or graphic matter, 
creates any impression or inference as to the age, origin, identity, or 
other characteristics of the product unless the appropriate ATF officer 
finds that such brand name, either when qualified by the word ``brand'' 
or when not so qualified, conveys no erroneous impressions as to the 
age, origin, identity, or other characteristics of the product.
    (c) Trade name of foreign origin. This section shall not operate to 
prohibit the use by any person of any trade name or brand of foreign 
origin not effectively registered in the United States Patent Office on 
August 29, 1935, which has been used by such person or his predecessors 
in the United States for a period of at least 5 years immediately 
preceding August 29, 1935: Provided, That if such trade name or brand is 
used, the designation of the product shall be qualified by the name of 
the locality in the United States in which produced, and such 
qualification shall be in script, type, or printing as conspicuous as 
the trade name or brand.