Anheuser-Busch InBev's new Patagonia beer brand unlawfully rips off branding elements from the California-based retailer known for its environmentalism, a lawsuit alleges. Patagonia filed the federal lawsuit on Tuesday, claiming trademark infringement.
According to the lawsuit, AB InBev unlawfully obtained a trademark for Patagonia on beer seven years ago, but has only recently introduced its “Patagonia Brewing Co.” beer to consumers via an “intensive marketing campaign" at ski resorts in Colorado. Many of the elements AB InBev is using to market the beer are similar to Patagonia’s branding and products, such as black down jackets with the Patagonia name on them, and reclaimed wood for fixtures on a pop-up store, the lawsuit claims. In addition, the beer has a “tree positive” mission in which AB will plant a tree for every case of beer purchased, the lawsuit alleges.