Core Viewpoint - The ongoing trademark dispute between Carlsberg's Chongqing Brewery and Chongqing Jiawei Brewery over the "Shancheng Beer" brand has intensified, with recent trademark registrations by Carlsberg indicating a strategic move to solidify its ownership and market position [1][3][5]. Group 1: Trademark Registration and Ownership - Carlsberg's Chongqing Brewery has recently obtained multiple trademark registrations for "Shancheng Beer" between May 6 and May 19, 2025, asserting its complete ownership of the brand [1]. - The trademark registrations include various designs and names associated with "Shancheng Beer," highlighting Carlsberg's commitment to securing its brand identity [4][5]. - Chongqing Jiawei claims that the agreement to use the "Shancheng" trademark was intended to provide them with permanent usage rights, which they argue is essential for their sustainable development [5]. Group 2: Legal Disputes and Market Dynamics - The legal battle between Chongqing Brewery and Chongqing Jiawei has been ongoing, stemming from Jiawei's role as a contract manufacturer for "Shancheng Beer" [1][2]. - Following a legal defeat, Chongqing Brewery emphasized that it has sufficient production capacity and criticized the partnership with Jiawei as detrimental to its interests [1][5]. - Chongqing Jiawei contends that the collaboration has significantly benefited Carlsberg and Chongqing Brewery, enhancing their market position and brand authority in the region [2]. Group 3: Future Implications - The recent trademark registrations by Carlsberg may lead to renewed conflicts with Chongqing Jiawei, as the latter's rights to the "Shancheng" brand are closely tied to the existing sales agreements, which are set to expire in January 2029 [5]. - The ongoing trademark battle and the associated legal disputes could have significant implications for both companies' market strategies and brand positioning in the competitive beer industry [5].