In unexpected corporate rivalry news, Patagonia has filed a suit against AB InBev, the parent company of Budweiser, for selling a beer that “bears its name and evokes” the adventure apparel brand’s logo, according to CNN.
In the suit, which was filed earlier this week, Patagonia alleges that Anheuser-Busch is using their name and “aesthetic” to market and sell its beer. Patagonia itself started brewing their own beer in 2016, which the company claims has only added to the confusion about Anheuser-Busch’s beer.
“In short, AB has done everything possible to make it appear as though this PATAGONIA beer is sold by Patagonia,” the suit reads. “AB InBev has gone as far as creating a logo that is strikingly similar to Patagonia’s famous mountain silhouette logo that has appeared continuously for decades on millions of products.”
The company claims that the AB InBev Patagonia beer has a similar logo to the Patagonia brand, both of which include silhouettes of mountains. Along with the look, Patagonia claims AB InBev is also using Patagonia’s reputation as an environmentally conscious company to confuse consumers.
The suit says that AB InBev “tried to connect its beer with environmental conservation by claiming to plant a tree for each case of beer sold, an initiative that Patagonia would welcome but for the fact that AB is clearly attempting to copy Patagonia’s famous brand identity to confuse consumers.”
In the suit, Patagonia asks the federal court in California “recognize that AB InBev has infringed on and diluted its trademark and engaged in unfair competition,” according to CNBC. As part of the suit, Patagonia is also asking “AB InBev repay its lost profits, any profits gained by the brewer’s Patagonia beer, punitive damages and attorney fees.”
AB InBev was previously only selling the Patagonia beer in Argentina, but has recently brought it to the United States.