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Clothing company says beermaker is fleecing its brand

Posted On: Apr. 11, 2019 1:54 PM CST


Outdoor apparel company Patagonia filed a lawsuit Tuesday against beer giant Anheuser-Busch InBev, claiming that the brewer’s Patagonia beer is a “copycat brand” aimed at confusing consumers, according to

Through its food business “Patagonia Provisions,” the Ventura, California-based apparel company started brewing its own beer, called Long Root, in 2016, and recently launched its second beer several weeks ago, according to the report.

In its suit, accessed by the network, Patagonia claims that Anheuser-Busch has used marketing — such as a similar logo and promoting its beer at ski resorts where Patagonia ski apparel is popular — to confuse consumers.

AB InBev has also advertised on billboards that it will plant a tree for every case sold, according to legal filings. Patagonia, meanwhile, prides itself on its reputation as an environmentally friendly company, according to the report.

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