Those not bedeviled with a keen eye might gladly pick up a six-pack of the beer featured above, waltz to the register (the very first place where the price would be apparent) and then home, unburdened with the conundrum so clearly on display. Had The Ithaca Brewing Co. been able to keep up with my demand for Flower Power IPA my gaze would not have strayed, again, to the upper reaches of the craft-brew shelf, and I would not have been compelled to sort out why the shelf tag failed, by a letter, to match the product label. My guess was a printer’s error, followed by heated argument, the assertion that “Few, if any, will notice.”, and some contract bargaining. Of course one of the few needed to know if there were indeed a couple others who’d noticed, and so got right home, opened one, (yes, the bottle label says Hop Nosh too)
and Googled: “hop notch” “hop nosh”
Instant satisfaction. The Notch Brewing Co. in Mass. “asked”, (using a “cease and desist” document), that their trademark on the word “notch”, (as related to “beer and breweries”) be honored by Uinta of Utah, the makers of Hop Notch. Representatives say the agreement was amicable, per the link below:
Still not sure why the shelf label is unrevised. Maybe the store manager is using last year’s tag. If Notch sues, I want a share of the finder’s fee.