Outdoor apparel company Patagonia filed a lawsuit Tuesday against Anheuser-Busch InBev, claiming which the brewer’s Patagonia beer is usually a “copycat brand.”
Patagonia alleges which AB InBev is usually trying to take advantage of the apparel company’s goodwill. AB InBev only recently began testing its Patagonia brand stateside, after years of success in Argentina.
Through its food business Patagonia Provisions, the apparel company began brewing its own beer, called Long Root, in 2016, along with the idea recently launched its second beer several weeks ago. The company claims in its lawsuit which a representative coming from AB InBev recently reached out to the idea about the special grain used in its beer.
The Ventura, California-based company claims which AB InBev has used marketing — such as a similar logo along with launching at ski resorts where Patagonia ski apparel is usually well-liked — to confuse consumers. AB InBev has also advertised on billboards which the idea will plant a tree for every case sold, according to legal filings. Patagonia, the outdoor apparel company, carries a reputation as an environmentally friendly company.
“In short, AB has done everything possible to make the idea appear as though This specific PATAGONIA beer is usually sold by Patagonia,” the filing said.
Patagonia is usually asking which a California federal court recognize which AB InBev has infringed on along with diluted its trademark along with engaged in unfair competition. AB InBev carries a U.S. trademark for the Patagonia brand, however the plaintiff argues which the idea should never have obtained the trademark inside the first place. the idea also is usually asking to have AB InBev repay its lost profits, any profits gained by the brewer’s Patagonia beer, punitive damages along with attorney fees.
Patagonia’s lawsuit is usually the second time in less than a month which a company has accused AB InBev of trying to hoodwink consumers along with infringe on trademarks.
MillerCoors, the U.S. subsidiary of Molson Coors Brewing, sued Budweiser’s parent last month for its controversial corn syrup ad campaign which began airing during the Super Bowl. MillerCoors alleged which the rival brewer singled out corn syrup for criticism because the idea would certainly confuse along with mislead consumers about its own use of the ingredient, in addition to misusing MillerCoors’ trademarks in its ads.
Patagonia along with AB InBev did not immediately respond to a request for comment coming from CNBC.