Patagonia Sues Budweiser Parent Company Over


 
 
02:46 04/15/2019

Outdoor apparel company Patagonia is not taking things sitting down when it comes to Anheuser-Busch Inbev BUD  over its Patagonia beer.

The company is suing the parent of Budweiser for its 'copycat' beer brand, which it has been brewing since 2016. AB InBev only recently began testing its Patagonia brand stateside after successfully starting it in Argentina.

Patagonia alleges that the Budweiser parent company's Patagonia beer is a “copycat brand.”

According to the lawsuit, a representative from AB InBev recently reached out to Patagonia about the special grain used in its beer.

Patagonia alleges that AB InBev has used marketing to confuse consumers. AB InBev has also advertised on billboards that it will plant a tree for every case sold, said the lawsuit.

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

“In launching its Patagonia beer, AB deliberately has attempted to take advantage of the tremendous goodwill that Patagonia Inc. and Patagonia Provisions Inc. have cultivated in their brand, and the hard-earned reputation that Patagonia Inc. has built over the last forty years as a company dedicated to environmental conservation,” the lawsuit states.

An AB InBev spokesperson replied to Patagonia’s claims with a comment to CNN. The spokesperson said, 'We are aware of this lawsuit and believe it to be without merit. We will vigorously defend our trademark rights.'

MillerCoors is also suing AB InBev for using misleading advertising to trick consumers and infringe on its own trademark.

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