Big Beer may be corporate, but even big marketing departments apparently have a sense of humor. After a small microbrewery named a new IPA after Bud Light’s popular “dilly-dilly” ad campaign, the brewing giant sent a legal warning—via a messenger in full medieval garb reading from a scroll.
Minneapolis’ Modist Brewing Company unveiled “Dilly Dilly” Mosaic Double IPA last week and Bud Light parent, A-B InBev was not pleased. However, the massive conglomerate took a gentler tact than many of their past dealings with craft brewers.
On Friday (12.1) afternoon, a man dressed in full feudal garb entered the microbrewery’s lobby and read a flowery, Middle English declaration to cease-and-desist. The scroll included legalese gems like, “This is by order of the king, disobedience shall be met with additional scrolls, then a formal warning, then a private tour of the Pit of Misery.” Then, the beer bard gave the Modist crew two tickets to the Super Bowl (Bud Light is a major sponsor.)
Check out the full text of the letter…
Dear friend of the Crown, Modist Brewing Company. Congratulations on the launch of your new beer, Dilly Dilly Mosaic Double IPA! Let it be known that we believe any beer shared between friends is a fine beer indeed. And we are duly flattered by your loyal tribute. However, “Dilly Dilly” is the motto of our realm, so we humbly ask that you keep this to a limited-edition, one-time-only run. This is by order of the king. 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. Also, we will be in your fair citadel of Minneapolis for the Super Bowl, and would love to offer two thrones to said game for two of your finest employees to watch the festivities and enjoy a few Bud Lights. On us. Yours truthfully, Bud Light.
The microbrewery took the entire affair in stride, posting video and photos of the whole affair on their social media pages. “There’s so many brewery names and beer names out there, and we try to resolve it short of suing each other,” said Modist attorney Jeff O’Brien told the Star-Tribune. “They did it in a funny way and protected their mark. I thought it was a really cool way of handling it.”
According to Modist, they will sell the rest of the “Dily-Dilly” batch in their taproom and then stop producing the beer.