It's pretty much just like their move last year to trademark a number of area codes as well. Last year, they acquired Goose Island Brewing, who has a beer called 312 Urban Wheat Ale (312 being a Chicago-area code), and this trademark filing on area codes followed a short time later:
The likely scenario here is that this will be one beer with many names depending upon where you find it. Using Las Vegas as an example (as they've trademarked both the airport code (LAS
) and the area code), this beer would be sold at the airport under the "LAS
" name and would be sold in bars outside of the airport under the "702" name. This beer is probably going to be draft-only, and I wouldn't be surprised if they take an existing beer that is already approved for sale in the places they're planning on selling this beer so they don't have to go through the process of getting that beer approved in each state, as even the label that gets put on the top of the keg has to get approved in many states.