Craft Brewer Sues Anheuser-Busch Over Ad Slogan

The Anheuser-Busch logo on a company factory in St. Louis | Photo courtesy of Creative Commons
Anheuser-Busch faces a lawsuit for its use of the tagline "hold my beer and watch this" in Bud Light advertising. | Photo courtesy of Creative Commons

Big Sky Brewing Co. alleges Anheuser-Busch’s “hold my beer and watch this” videos violate its trademark of the phrase, which the craft brewer from Montana has been using since 2004.

Under its Bud Light brand, A-B debuted a new online video series a month ago written and directed by actor John Krasinski, who played Jim Halpert in the television series “The Office.” The three Bud Light videos, humorous in tone, depict unpredictable things that can happen when someone is asked to “hold my beer and watch this.”

Big Sky, which sells beer in 24 states, filed a federal lawsuit Dec. 20 in Missoula against A-B for trademark infringement. St. Louis-based A-B is the North American headquarters of Belgium-based A-B InBev, the world’s largest brewer. A-B defended its use of the phrase, saying “countless other videos and jokes use the same or similar words as a punch line or hashtag.”

Read more from the St. Louis Post-Dispatch


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