“Coldest beer in town” could have been empirically proved and defended in court if need be; if other beers were just as cold, they’d have a hard time prevailing. A judge would probably stay any monetary damages, but instruct them to reword the matchbook.

Samzibar sounds like it was trying to be exotic, like Zanzibar, and had been run by a fellow named Sam. Maybe so. Jerry realized that Jerzibar didn’t have the same ring.