Patagonia says the beer giant is trying to trade on the outdoor retailer's reputation 'as a company dedicated to environmental conservation.'
Patagonia is suing Anheuser-Busch over the name and logo of its Patagonia beer, shown above. By Abha Bhattarai Abha Bhattarai Reporter covering the retail industry Email Bio Follow April 10 at 3:45 PM Outdoor goods retailer Patagonia is suing beer maker Anheuser-Busch InBev over the name, logo and marketing of its Patagonia beer.
Patagonia’s filing states that Anheuser-Busch promoted its new Patagonia beer by setting up booths made of reclaimed wood at Colorado ski resorts where Patagonia’s “ski apparel is widely used and universally recognized.” Sales workers at those booths wore black down jackets featuring the beer’s Patagonia logo, the lawsuit says, while passing out branded gear similar to the products that Patagonia sells “in the very towns where [Anheuser-Busch] has launched its beer.
Patagonia the retailer, meanwhile, has been selling its own beer, Long Root Ale, through its food-and-beverage arm, Patagonia Provisions, since 2016. The company uses the Kernza grain in its beer instead of barley, and says in the lawsuit that an Anheuser-Busch representative recently contacted Patagonia Provisions for an “interview” about how Kernza is used in its ale.
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