Trademark Royalties: Cherry Garcia Ice Cream

Consistent royalties from the Ben & Jerry's popular ice cream flavor named after iconic Grateful Dead founder Jerry Garcia.


closing price

Auction Closed

Top Bid: Louis R

The Theoretical IRR is a formulaic guideline based on an extrapolation of the normalized, historical earnings trend of the catalog. The Theoretical IRR is not a guarantee of future performance. It should be used for comparison purposes only. Each catalog has its own risk factors and the Theoretical IRR is not based upon a specific analysis of this catalog. Click here to view the basis for all Theoretical IRR calculations.

Historic royalty income is no indication of future royalty income. Future royalty income is dependent upon future sales and licensing revenue generated by the sound recordings or compositions associated with this listing.

Starting Price: $70,000
Bidding Increment: $950
Closing Price: $166,900
End Date: Aug 17, 2020, 3:14 PM MDT
Dollar Age: 33 Years
Last 12 Months' Royalties:


Investment Term: 10 years*

Ben & Jerry's Homemade, Inc. 

Rights Included:

Trademark Licensing

Interests Included:

Trademark Owner (U.S. Only)

First Distribution (paid 30 days from receipt):

November 10, 2020

Distribution Frequency:


Buyer Fees:

1% of closing price or $500 (whichever is greater)‡§

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Up for bid is a unique royalty stream produced by the popular Ben & Jerry’s ice cream flavor — Cherry Garcia. These royalties stem from the gross sales of the Cherry Garcia ice cream line and are paid out quarterly. 

We’ve made different portions of this royalty stream available in the past, so if you missed those opportunities, now is your chance! 


  • 33-year Dollar Age
  • Unique royalty stream 
  • Consistent annual earnings


The royalties generated by the Cherry Garcia product line have remained remarkably consistent over the last four years. In fact, royalties increased 37% over the last four quarters compared to the prior year — a result of increased sales.  


Officially released in 1987, Cherry Garcia is a nod to the celebrated and acclaimed guitarist/songwriter Jerry Garcia, along with his band the Grateful Dead. The flavor was an instant hit. Over 30 years later, it remains one of Ben & Jerry’s most popular and “longest-serving” products.

These consistent earnings come from the licensing of the Cherry Garcia trademark. This means the winning bidder will earn royalties from the gross sales of all Cherry Garcia-related products under the Ben & Jerry’s line. Currently, Ben & Jerry’s offers five variations of the Cherry Garcia flavor: ice cream, frozen yogurt, ice cream treats, non-dairy and light ice cream (released in early 2018), along with merchandise. Essentially, whenever Cherry Garcia ice cream (or any of its variations) is sold, you'll earn royalties. 

A portion of the proceeds from this auction will support the production of the next archival music release project produced by Jerry Garcia Music Arts. Jerry Garcia Music Arts is an environmentally conscious, mission-based, music and arts entertainment services company.

Finally, as a special and exciting memento, the seller would like to include a unique piece of Jerry Garcia's artwork, for the winner of this auction!

Key Drivers

Consumer Staple. According to Statista, Ben & Jerry's was the top-ranked ice cream brand in the United States in 2019, with about $681.5 million dollars worth of sales. In 2017, Ben & Jerry’s was ranked third, so this increase is worth noting.

It's important to take into consideration that this income stream will only continue to pay out for as long as the Cherry Garcia is sold.


Ten years of payments generated by the seller's interest in the domestic (U.S. only) royalties derived from the licensing of the Cherry Garcia trademark.

About the Royalty Distributor

Ben & Jerry's Homemade Inc., commonly known as Ben & Jerry's, is an American company that manufactures ice cream, frozen yogurt, and sorbet. It was founded in 1978 in Burlington, Vermont, and sold in 2000 to Anglo-Dutch conglomerate Unilever. Today it operates globally as a fully owned subsidiary of Unilever. Its present-day headquarters is in South Burlington, Vermont, with its main factory in Waterbury, Vermont.

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