The trademark Strait has been registered in Australia and 28 other countries who are signatories to the Madrid Protocol, including the entire European Community, the United States, Russian Federation and Japan.

Registered under Classification 33 Alcoholic Beverages (other than beer), the brand Strait can be appended to any spirit, wine, fortified wine or liqueur.

The reaction to the simple, but effective, brand name has been substantial and it is management’s believe that the Strait brand contributes value to the business as a stand alone asset.

This was underlined by an approach from another alcoholic beverage business keen to acquire the trademark for its own products.

It further underlines the depth of thought of the founders in setting up the operation and supports the overall strategy of creating a profitable and value added business.

In conjunction with superior packaging and labelling, it achieves all the targets set by the management team.

It is eminently marketable and has already captured the imagination, and approval, of potential customers during market research.

It was a natural progression that the corporate image of the group should also feature the word Strait, with its connotations of honesty and integrity.

Strait, in conjunction with vodka, has already created real and increasing media and marketing opportunities. It is of such potentially high profile that management believes it will instill additional energy to enable Strait Brands to accelerate its expansion to meet the professional and financial ambitions of management and investors.

The liqueur range will also bear similar strong branding. The brand name is still the subject of further research but will also be interchangeable across the portfolio.

Strait Brands intends to rigorously protect its expanding intellectual property and innovation and will veraciously pursue attempts to duplicate or pass off its brands. It is currently negotiating with a wine business that has inadvertently contravened the Strait trademark.