Outdoor apparel company Patagonia is suing Anheuser-Busch InBev for copying the logo and marketing strategies for its recently launcher beer brand.
In 2016 Patagonia launched a new beer brand called Long Root, and the lawsuit claims that one representative from AB InBev had reached out to the company about the special grain used in the beer. AB InBev only recently began testing its Patagonia brand stateside, after years of success in Argentina.
According to the Ventura, California-based company claims that AB InBev has taken to copying Patagonia brand logo and launched products at ski resorts where Patagonia ski apparel is popular, to confuse consumers.
The lawsuit also claims that AB InBev’s move to plant one tree for every beer sold is to confuse consumers as Patagonia has a reputation of being environment-friendly.
So Patagonia is now asking a California based federal court to recognize AB InBev’s infringements and trademark dilution. It is also asking AB InBev to return any money earned through the sale of Patagonia beer.
This is the second time in less than a month that AB InBev has been accused of confusing consumers and infringing upon trademarks.