Samās New Name for Germany
[source :- Sam Heughan instagram post Wednesday 6th of May 2026]
Sam Heughan just announced the launch under a new name for the German market and I have to admit⦠I went in skeptical, but after diving deep into it (marketing-wise), asking experts, and reading up on the background ā this is actually NOT BAD at all.
Back in 2021, Samās company tried to trademark āThe Sassenachā across Europe. A German distillery called Sasse (based in Schƶppingen) opposed the registration, arguing the name was too similar to their own trademark āSasse.ā The European Union Intellectual Property Office (EUIPO) ruled in favor of Sasse, and Samās appeal was rejected.
Source: The Drinks Business, Dec 2021 [https://www.thedrinksbusiness.com/2021/12/outlander-star-loses-legal-battle-over-whisky-name/]
Because of this, he couldnāt use the full āThe Sassenachā name in Germany. So they created The āNach (short for Sassenach) as a smart workaround for that specific market.
Why this works marketing-wise:
⢠It keeps the emotional connection to the original brand (brand identity) without breaking the trademark rules.
⢠āThe āNachā is much easier for German speakers to pronounce and remember.
⢠It still clearly signals to fans that this is Samās whisky/gin ā itās basically a nickname for the nickname.
⢠It allows him to enter the German market (a strong whisky country) instead of giving up entirely.
From a pure business and marketing perspective, this feels like a mature, practical move. They turned a legal obstacle into a localized solution.
Of course, it might feel a bit strange at first seeing āThe āNachā on the shelf, but it makes total sense when you understand the background with the Sasse lawsuit.
What do you guys think? Are you excited to see it available in Germany, or does the shortened name bother you? Have any of you already spotted the bottles?
Drop your thoughts below ā Iām genuinely curious where everyone stands on this! š