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Stone Brewing Co’s suit against MillerCoors slammed as publicity stunt


keystone light stone brewingFacebook.com/StoneBrewing,
Facebook.com/KeystoneLight

  • Craft beer company Stone Brewing announced Monday it is
    filing a lawsuit against MillerCoors, alleging that the company
    has employed copycat marketing of Keystone
    Light. 
  • MillerCoors responded by calling the announcement a
    “clever publicity stunt.” 
  • Stone Brewing’s cofounder accused MillerCoors of “once
    again playing dirty in their battle against independent beer” —
    and published a video of himself spitting out Keystone
    Light. 

 

A craft brewer is slamming MillerCoors in a new lawsuit — and the
beer giant is firing shots right back. 

On Monday,
Stone Brewing announced
that it was filing a lawsuit
against MillerCoors over the marketing and packaging of its
Keystone Light beer.

The craft brewer’s co-founder, Greg Koch, said
in a video that the light beer brand is trying to “co-op our
brand and our good name.” Koch accused MillerCoors of
deliberately confusing customers by making Keystone packaging
look more like Stone brews. He also included a shot of himself
trying Keystone Light and spitting it out.

MillerCoors swiftly responded to the allegations, pointing out
that Keystone Light’s invention predates Stone Brewing by almost
a decade. 


stone brewing
Stone
Brewing cofounder Greg Koch is shown spitting out Keystone
Light beer.


Stone
Brewing



“This lawsuit is a clever publicity stunt with a multi-camera,
tightly-scripted video featuring Stone’s founder Greg Koch,”
MillerCoors representative Marty Maloney said in a statement to
Business Insider.

“Since Keystone’s debut in 1989,” the statement continued, “prior
to the founding of Stone Brewing in 1996, our consumers have
commonly used ‘Stone’ to refer to the Keystone brand and we will
let the facts speak for themselves in the legal process.” 

Koch and co-founder Steve Wagner have been vocal
critics of Big Beer as Stone Brewing has grown to be one of the
top 10 biggest craft brewers in the US over the last two
decades.

Koch has
jokingly referred
to the battle of independent craft versus
major beer brewers as one of “good versus evil.” In the video, he
alludes to
brewers such as Wicked Weed and Goose Island
that have “sold
out” with acquisitions by beer industry giants — something he
says Stone will never do. 

“Big Beer is once again playing dirty in their battle
against independent beer,” Koch tweeted on Monday. “We didn’t
start this fight, but no way in hell are we going to back down
from it.”


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