Town crier delivers Bud Light's cease-and-desist letter to craft brewer over its 'Dilly Dilly' beer
Screenshot from Modist Brewing Company’s Facebook page
Bud Light delivered a cease and desist letter on Friday to a Minneapolis-based craft brewer using a man dressed as a town crier who declared in a theatrical tone that the phrase “Dilly Dilly” is the “motto of our realm.”
Reading from a parchment scroll, the town crier asked the Modist Brewing Co. to limit its new beer, Dilly Dilly Mosaic Double IPA, to a one-time-only run. “Dilly dilly” figures prominently in Anheuser-Busch InBev’s commercials for Bud Light.
“Disobedience shall be met with additional scrolls, then a formal warning, and finally, a private tour of the pit of misery,” the town crier said. Above the Law, the Chicago Tribune, the Growler, the Beer Street Journal and the Star Tribune are among the publications covering the request; Modist posted the video on its Facebook page.
Modist Brewing decided on the name after checking an online database and learning that “dilly dilly” was not being used for another beer name, according to Kale Anderson of Modist Brewing, who spoke with the Growler. A few days ago, the brewery learned that “dilly dilly” was trademarked by Bud Light as a slogan, Anderson said. “But then we said, ‘Screw it, let’s see what happens.’ And that’s what happens.”
Modist’s lawyer, Jeff O’Brien, told the Star Tribune that he thought the parchment letter “was a really cool way of handling it.”
The entire warning reads: “Dear Friend of the Crown, Modest Brewing Company. Congratulations on the launch of your new brew, ‘Dilly Dilly’ Mosaic Double IPA. Let it be known that we believe that any beer that is shared between friends is a fine beer indeed and we are truly flattered by your loyal tribute. However, ‘Dilly Dilly’ is the motto of our realm, so we humbly ask that you keep this to a limited edition, one-time only run. This is by order of the King. Disobedience will result with additional scrolls. Then, a formal warning. And finally, a private tour of the pit of misery. Please send a raven, letter or electronic mail to let us know that you agree to this request. Also, we will be in your citadel of Minneapolis for the Super Bowl and would love to offer two thrones to said game for two of your finest employees to watch the festivities and enjoy a few Bud Lights on us. Yours Truthfully, Bud Light.”