Clothing brand Patagonia sues AB InBev over Patagonia beer

Charlie Spargo's picture
by Charlie Spargo
The original Patagonia's beer line

Continuing its run of divisive decisions, global brewer AB InBev has introduced a beer and matching merchandise line called Patagonia.

There's only one problem - sustainability-conscious outdoor apparel brand Patagonia, who have accused the brewers of "taking advantage" of their goodwill, and filed a lawsuit against them.

AB InBev has created the 'Patagonia Brewing Company', a new brand for release in Colorado, with a mountain on its logo, strikingly similar to the clothing brand's symbol. What's more, the beer giant promoted the new beverage through pop-up booths pushing the beer to skiers, from which salespeople distributed beanie hats, T-shirts and scarves with the new Patagonia's designs.

The clothing brand in fact already has its own range of beers it has released - Long Root Ale, pictured above.

“In launching its Patagonia beer, AB deliberately has attempted to take advantage of the tremendous goodwill that Patagonia, Inc. and Patagonia Provisions, Inc... have cultivated in their brand, and the hard-earned reputation that Patagonia, Inc. has built over the last 40 years as a company dedicated to environmental conservation.

“AB 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.

"In short, AB has done everything possible to make it appear as though this ‘Patagonia’ beer is sold by Patagonia.”

AB InBev's response was curt - describing the claim as "without merit."