Patagonia sues Anheuser-Busch to sell beer bearing his name
AB InBev was awarded a trademark to sell Patagonia beer in the United States in 2012, but the company took its name to 2018, when began selling beer with the brand.
Patagonia, the clothing company, accuses AB InBev ( BUD ) of trademark injuries to copy the brand name and aesthetics of beer. AB's Patagonia beer packaging contains a silhouette of a mountain and the word Patagonia in bold.
What's worse, the clothing company says that AB InBev has sold the pier and its own Patagonia-branded clothing in pop-up stores at ski resorts, which is the Patagonia clothing area, the company said in the suit. [1
9659006] "In short, AB has done everything to make it seem that this PATAGONIA beer has been sold by Patagonia."
The company said that AB InBev "has gone so far as to create a logo that is strikingly similar to Patagonia's famous mountain silhouette logo that has emerged continuously for decades on millions of products."
In a brief statement to CNN wrote an AB InBev spokesman that the company will fight the lawsuit.
"We are aware of this lawsuit and believe that it is without merit. We will strongly defend our trademark rights."
Patagonia also questions with InBev's environmental focus, which used a poster describing "Patagonia's tree positive mission "in the pop-up stores.
AB InBev "attempted to couple beer with environmental preservation by claiming to plant a tree for every case of beer sold, an initiative that Patagonia would like, but that AB is clearly trying to copy Patagonia's famous brand identity to confuse consumers, "said the lawsuit.
The clothing company launched its own beer in 2016 called Long Root Pale ale.
"AB's activities have caused consumer confusion on the market. For example, consumers have attributed AB's PATAGONIA beer to the plaintiffs, the case says.
Patagonia said in the case that AB InBev himself had a representative of the company's food subsidiary, Provisions, applicant an "interview" about the Kernza grain used in the Long Root Ale.
Patagonia, the clothing company, wants AB to stop selling the beer and prevent it from "becoming so long to pass itself as Patagonia. "
Patagonia says their brand was created in the 1960s and is registered in 90 countries.
Anheuser-Busch has recently taken steps to improve its environmental position.
Last year, it announced that it purchased 800 Hydrogen-powered semi-trucks as part of a bid that the entire fleet of long-distance trucks are running on "clean energy." It has also ordered 40 Tesla plug-in semi trucks.