Patagonia sues Budweiser’s parent for its ‘copycat’ beer brand

Outdoor apparel agency Patagonia filed a lawsuit Tuesday in opposition to Anheuser-Busch InBev, claiming that the brewer’s Patagonia beer is a “copycat brand.”

Patagonia alleges that AB InBev is making an attempt to learn from the apparel agency’s goodwill. AB InBev solely simply recently began testing its Patagonia brand stateside, after years of success in Argentina.

Through its meals enterprise Patagonia Provisions, the apparel agency started brewing its private beer, generally known as Long Root, in 2016, and it simply recently launched its second beer a variety of weeks prior to now. The agency claims in its lawsuit guide from AB InBev simply recently reached out to it regarding the explicit grain utilized in its beer.

The Ventura, California-based agency claims that AB InBev has used promoting — equal to an identical brand and launching at ski resorts the place Patagonia ski apparel is in type — to confuse clients. AB InBev has moreover marketed on billboards that it will plant a tree for every case purchased, in line with licensed filings. Patagonia, the outside apparel agency, has a reputation as an environmentally nice agency.

“In short, AB has done everything possible to make it appear as though this PATAGONIA beer is sold by Patagonia,” the submitting said.

Patagonia is asking California federal courtroom acknowledge that AB InBev has infringed on and diluted its trademark and engaged in unfair opponents. AB InBev has a U.S. trademark for the Patagonia brand, nonetheless the plaintiff argues that it must not at all have obtained the trademark throughout the first place. It can also be asking to have AB InBev repay its misplaced earnings, any earnings gained by the brewer’s Patagonia beer, punitive damages and lawyer prices.

Patagonia’s lawsuit is the second time in decrease than a month that a corporation has accused AB InBev of making an attempt to hoodwink clients and infringe on emblems.

MillerCoors, the U.S. subsidiary of Molson Coors Brewing, sued Budweiser’s parent last month for its controversial corn syrup advert advertising and marketing marketing campaign that began airing by the Super Bowl. MillerCoors alleged that the rival brewer singled out corn syrup for criticism because of it is going to confuse and mislead clients about its private use of the ingredient, together with misusing MillerCoors’ emblems in its adverts.

Patagonia and AB InBev did not immediately reply to a request for comment from CNBC.

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