Outdoor apparel company Patagonia filed a lawsuit Tuesday against Anheuser-Busch InBev, claiming that the brewer's Patagonia beer is a 'copycat brand.'
Outdoor apparel company Patagonia filed a lawsuit Tuesday against Anheuser-Busch InBev, claiming that the brewer's Patagonia beer is a"copycat brand."
The Ventura, California-based company claims that AB InBev has used marketing — such as a similar logo and launching 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, the outdoor apparel company, has a reputation as an environmentally friendly company.
Patagonia is asking that a California federal court recognize that AB InBev has infringed on and diluted its trademark and engaged in unfair competition. AB InBev has a U.S. trademark for the Patagonia brand, but the plaintiff argues that it should have never obtained the trademark in the first place. It also is hoping to have AB InBev repay its lost profits, any profits gained by the brewer's Patagonia beer, punitive damages and attorney fees.
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