Published 4:28 pm, Monday, December 4, 2017
Anheuser-Busch InBev, one of the biggest beer companies in the world, is not regarded too kindly by craft brewers.
That's perhaps why the company opted to get creative when they issued a cease and desist to a small brewery in Minneapolis, Minn.
The Minnesota brewery, called Modist Brewing Company, had been selling a double IPA called "Dilly Dilly" — a knock on the recent Bud Light campaign wherein medieval monarchs toast while uttering (the copyrighted phrase) "dilly dilly" in unison.
AB InBev kept in theme with their message to Modist; rather than sending a traditional letter utilizing the force of their arsenal of lawyers, AB InBev sent a single, but very effective town crier to deliver the news.
"We are duly flattered by your loyal tribute, however, Dilly Dilly is the motto of our realm and so we humbly ask that you keep this to a limited-edition, one-time-only run," the crier shouted as he read text from a scroll. "Disobedience shall be met with additional scrolls, then a formal warning, and finally, a private tour of the Pit of Misery. Please send a raven, letter or electronic mail to let us know that you agree to this request."
Modist's lawyer, Jeff O'Brien, told the local Star Tribune that he thought AB InBev handled what might have been an ugly situation in a "funny way."
"There's so many brewery names and beer names out there, and we try to resolve it short of suing each other," he said. "They did it in a funny way and protected their mark. I thought it was a really cool way of handling it."
Plus, for their troubles, AB InBev gifted the brewery two tickets for the next Super Bowl, which takes place in Minneapolis this February.
According to the Takeout, Modist has already changed the name of the beer to Coat Tails, but has hung the scroll on the wall.
Alyssa Pereira is an SFGATE staff writer. Email her at firstname.lastname@example.org or find her on Twitter at @alyspereira.