German brewer Bitburger has failed again in its legal efforts to prevent US rival Budweiser using the name "Bud" in the German marketplace.
Bitburger is a popular brand in Germany
Europe's second-highest court, the Court of First Instance, has thrown out Bitburger's appeal against a German court ruling in favour of Budweiser.
Bitburger claims that Bud is too close to its own "Bit" trademark.
Budweiser, brewed by US giant Anheuser-Busch, is sold under the Bud name in Germany.
This is because its Czech rival and near namesake, Budweiser Budvar, owns the copyright to the full name in Germany.
Global name battle
Bitburger now has to decide whether to appeal again to Europe's highest court, the European Court of Justice.
Anheuser-Busch said it welcomed the decision of the Court of First Instance.
The US firm is no stranger to legal action, as its trademark dispute with Budweiser Budvar has seen the two companies battle it out in courtrooms around the world.
Anheuser-Busch's Budweiser has to be called "Bud" in a number of European countries, while in the US, Budejovicky Budvar's Budweiser is called Czechvar.
The UK is one of very few nations that allow both firms to use the Budweiser brand name.