Formula 1 Has Filed A Trademark On Shoeys & Excuse Us Very Fucken Much?

Let’s not get it twisted: Shoeys are fundamentally disgusting, terrible thing. But they’re a disgusting, terrible thing that belongs to the people. But that, apparently, hasn’t stopped Formula 1 from swooping in to place a big, fat trademark on the awful term.

Filings with the World Intellectual Property Organisation have revealed that F1’s branding arm, Formula 1 Licensing, has been granted a trademark on the term “shoey” as of August 24th 2017, with the trademark coming into effect as of January 4th this year.

The humble shoey has been catapulted to the world stage thanks to our own Daniel Ricciardo, who partakes in the bubbly swigged from the boot whenever he winds up on the winner’s podium.

The F1 trademark, crucially, doesn’t apply to the act itself, but it does cover flasks, bottles, glasses, mugs, figurines, and sculptures. F1 also applied for a trademark on the word that would’ve covered clothing, but an earlier filing from Australian Korinne Harrington prevented that from happening. Harrington, for those keeping score at home, is a relative of Shaun Harrington, a member of the Mad Hueys surfing/fishing/tomfoolery outfit who lay claim to, if not inventing, at least popularising the shoey in modern ‘Strayan times. Trail blazers, through and through.

The filings from Formula 1 cover a range of countries and territories, including the United States, United Kingdom, the Benelux, Germany, Italy, and France. At this stage it does not appear that the trademarks explicitly include Australia, however you’d imagine Formula 1’s large Australian presence would yield some severe glowering at anyone here trying to thumb their nose at the trademark.

So before you fill your shoe up with questionable piss, you might wanna start your engines first.

Sorry, every member of Dune Rats.

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