Patagonia sues Anheuser-Busch over 'Patagonia' beer
By Daniel Uria
Patagonia filed a lawsuit against beer maker Anheuser-Busch over a beer that bears the outdoor gear company's name. File Photo by Bill Greenblatt/UPI | License Photo
April 10 (UPI) -- Outdoor apparel company Patagonia filed a lawsuit against beer maker Anheuser-Busch over its newly launched "Patagonia" beer.
In the suit, Patagonia alleges the name, logo and marketing of Anheuser-Busch's beer were intended to resemble its own corporate identity and confuse consumers by falsely implying a relationship between the two brands.
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"In launching its Patagonia beer, [Anheuser-Busch] deliberately has attempted to take advantage of the had-earned reputation that Patagonia has built over the last 40 years as a company dedicated to environmental conservation," the company said.
According to the filing, Anheuser-Bush obtained a trademark for "Patagonia" on beer and recently launched a marketing campaign to introduce the beer to consumers after letting the "fraudulently obtained trademark" lie unused for six years.
The beer's logo features the word "PATAGONIA" beneath a mountain silhouette, similar to Patagonia's logo. Anheuser-Busch launched the beer at ski resorts at booths made of reclaimed wood featuring sales people wearing black down jackets and selling beanies, scarves and T-shirts bearing the same Patagonia logo.
"[Anheuser-Busch] has launched its copycat brand at ski resorts where Patagonia, Inc.'s ski apparel is widely used and universally recognized in further attempts to draft off Patagonia's goodwill," the company said.
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The lawsuit also notes Patagonia launched its own food business, Patagonia Provisions, in 2012, including its own beer, Long Root Ale.