In 1994, then CEO of Budweiser Budvar Jiří Boček decided not to sign a trademark agreement with the American brewery to divide their territory across the world. On 29 July 2010, Anheuser-Busch lost its last-instance appeal in the European Court of Justice, meaning it may not register the name Budweiser as a European Union trademark for beer.
In 1994, Jiří Boček, CEO of Budweiser Budvar, refused to sign a trademark agreement with Anheuser-Busch, preventing them from dividing their global territories. In 2010, Anheuser-Busch lost its final appeal in the European Court of Justice, potentially barring them from registering "Budweiser" as a trademark for beer within the EU.