ATTYS X ELSA WU X Ottakringer Brewery: Trade Mark and Fair Trading Law in Practice

On 8 April 2026, ATTYS, in collaboration with ELSA WU Vienna, hosted a practical afternoon session at the Ottakringer Brewery on the topic of trade mark law and unfair competition in the brewing industry.

The programme kicked off with a presentation by Martin N. Eicher, Head of Marketing at Ottakringer Brewery, on the brand of this long-established Viennese company and how closely marketing, brand management and legal protection are intertwined in practice.

Saskia Leopold, a partner at ATTYS, then gave a comprehensive overview of the key principles of trade mark law (MSchG) and the Unfair Competition Act (UWG), with a particular focus on the challenges and specific features of the drinks industry.

Following the presentations, the participants worked in small groups on a practical case study. Using realistic scenarios from the drinks industry, they were able to apply what they had learnt directly, develop legal solutions and then discuss these together. The discussion highlighted just how complex trademark and unfair competition law issues can be in practice, and how important it is to combine legal considerations with a sound understanding of business.

The event concluded with a guided tour of the Ottakringer Brewery, during which participants gained an insight into the brewery’s history and the beer-making process, followed by a networking session in a relaxed atmosphere over a refreshing and delicious beer.

Why the workshop was particularly worthwhile

Practical learning: Participants were able not only to deepen their theoretical knowledge, but also to apply it directly using real-life case studies.

Insights from two perspectives: Martin N. Eicher explained what defines a brand and how marketing works in practice. Mag. Saskia Leopold then drew on her expertise to explore the legal foundations and protective mechanisms in greater depth.

A unique atmosphere and lively exchanges: from the welcome reception in the café through to the interactive case studies, the brewery tour and beer tasting, the event provided the perfect setting for fruitful conversations, new connections and engaging discussions.

We would like to thank everyone involved and look forward to future events!

#weloveottakringer