Amsterdam Republic

Bumping into a traffic bollard (known locally as an 'Amsterdammertje') while trying to park his car inspired Frank Boers to create his brand Amsterdam Republic. Since 2002, the brand's vodka and traditional Dutch drinks such as korenwijn and jonge jenever, sold in distinctive Amsterdammertje packaging, have been popular with tourists and locals alike. But what is the best way to position a brand in such a difficult market? How can you reach your target audience? And how do you keep the competition at bay with distinctive packaging?

The growth of Amsterdam Republic

Amsterdam Republic sponsored several major events in Amsterdam, including Gay Pride and the Gouden Kabouter Awards (a kind of Oscars for Amsterdam's nightlife scene) to raise its profile among locals. This resulted in a huge boost to sales. Amsterdam Republic Vodka is now extremely popular and can be found in every bar, club and festival in Amsterdam. With its own web shop and off-licences, Amsterdam Republic has become part of Amsterdam's heritage. You can even buy Amsterdam Republic merchandise, such as mobile phone cases, bags and dog bandanas!

Special packaging requires expert protection

The most eye-catching features are, of course, the name Amsterdam Republic and the transparent glass bottles in the shape of an Amsterdam street bollard. But how can they be protected? Knijff Trademark Attorneys searched for the availability of the name and devised a strategy that combined trademark protection for the name, logo and shape with additional design protection for the shape alone. In this way, Amsterdam Republic was able to acquire exclusive rights to these eye-catchers and become even better known.

Amsterdam Republic