Patagonia is Suing Parent of Budweiser For This Reason

Patagonia, a company that sells outdoor apparel, is surprisingly suing the parent of Budweiser for its “copycat” beer brand.

The company is suing Anheuser-Busch Inbev over its Patagonia beer, which has been brewing since 2016.
Patagonia has called the Budweiser parent company’s Patagonia beer a “copycat brand.”

AB InBev only recently began testing its Patagonia brand stateside after starting it in Argentina.

According to the lawsuit, a representative from AB InBev recently reached out to it about the special grain used in its beer.

Patagonia alleges that AB InBev has used marketing to confuse consumers. AB InBev has also advertised on billboards that it will plant a tree for every case sold, said the lawsuit.

“In short, AB has done everything possible to make it appear as though this PATAGONIA beer is sold by Patagonia,” the filing said.

“In launching its Patagonia beer, AB deliberately has attempted to take advantage of the tremendous goodwill that Patagonia Inc. and Patagonia Provisions Inc. have cultivated in their brand, and the hard-earned reputation that Patagonia Inc. has built over the last forty years as a company dedicated to environmental conservation,” the lawsuit states.

MillerCoors is also suing the company for using misleading advertising to trick consumers and infringe on its own trademark.

The suit was filed in U.S. District Court for the central district of California’s Western Division-Los Angeles.

Disclaimer: We have no position in Anheuser Busch Inbev NV (NYSE: BUD) and have not been compensated for this article.