Popular CA Brewery Says Beer Behemoth MillerCoors Poached Its Name Then Taunted Them About It | Eater SF

"Founded in 1996, Stone Brewing has positioned itself as an anti-big-beer craft brewery that flourished on beers like its Arrogant Bastard line. I report that the company has gone to the U.S. District Court of California alleging MillerCoors caused financial harm after twice applying to the U.S. Patent and Trademark Office to trademark “Stone” and the slogan “Hold My Stones” (applications denied because Stone had a pre-existing trademark), then rebranding anyway and launching a marketing campaign titled “Own the Stone” that Stone says was “taunting” it; Stone claims Keystone Light sales rose while its own sales fell. The trial, which kicked off this week, is expected to last about three weeks." - Paolo Bicchieri