Washington  |  Intellectual Property

Re: use of brand name

I think this would be considered fair use. The question is whether there is any likelihood of confusion as to whether your product (the story) comes from Blatz Beer, which seems unlikely. Still, if you are basing a major business decision off of this, then you should talk to a trademark attorney about your specific situation. Otherwise, if they do not like it then they are likely to ask you to take it down (assuming it is published on a website).