Formula One wants to cash in on the Australian tradition of drinking alcohol out of a shoe.
F1's branding department, Formula One Licensing, was granted a trademark registration to the phrase "shoey" on Aug. 24, 2017, according to Christian Sylt of the Independent. The trademark has been registered in 25 countries - including the United States, Germany, Italy, France, and the United Kingdom - and covers merchandise like flasks, glasses, bottles, beer mugs, sculptures, and figurines.
The shoey is believed to have originated in Australia around 15 years ago by The Mad Hueys, a surfing and fishing brand. Australian F1 driver Daniel Ricciardo has celebrated with a shoey on multiple occasions, most recently after winning the 2018 Chinese Grand Prix.
