Stone Brewing’s Lawsuit Against MillerCoors Moves Forward

Stone Brewing’s Lawsuit Against MillerCoors Moves Forward

Stone Brewing gets good news from the Court in its trademark lawsuit against MillerCoors over the large brewery’s rebranding of Keystone Light beer.

On Tuesday, March 26, the Court issued an order regarding Stone’s preliminary injunction against MillerCoors, finding “Stone’s mark to be commercially strong and recognizable.”

The California-based craft brewery first filed suit in February 2018, calling on MillerCoors to “put the ‘Key’ back in Keystone Light.” The issue centers around MillerCoors’ new packaging and advertising around Keystone, which shortened the beer’s presentation to emphasize the word “Stone” on social media and packaging, along with other marketing. Stone Brewing, originally founded in 1996, filed suit saying the marketing could easily confuse beer lovers looking to buy beer from the San Diego-based craft brewery, who has built its reputation around independence.

(READ: 50 Fastest Growing Craft Breweries)

In Tuesday’s order, the Court writes, “Since Stone and Miller both produce a beer which is distributed nationally, a consumer is likely to encounter both within close proximity of the other, making it reasonable to consider Miller a direct competitor of Stone … Taking all the factors into account, the Court finds that Stone’s trademark infringement claim against Miller is moderately strong.”

The legal battle doesn’t end here. According to a press release from the Stone, the next step could be trial. Read the full release from Stone below.

stone ipa keystone can
The Court writes that Stone’s trademark infringement claim against Miller is “moderately strong.” (Stone Brewing)

Stone Brewing News Release

ESCONDIDO, CA (March 27, 2019) – Score one for true independent craft beer today as the #TrueStonevsKeystone lawsuit continues. On Tuesday, March 26, the Court issued its order regarding Stone’s preliminary injunction motion against one of the world’s largest beer conglomerates, MillerCoors. It confirmed “Stone’s mark to be commercially strong and recognizable,” deserving of “strong protection.”

Miller Coors is infringing on the brewery’s trademark rights.

What does this positive ruling mean for Stone and craft beer? It means that MillerCoors’ Keystone cans are likely to confuse consumers, infringe on Stone’s trademark, and will likely be forced to undergo a rebrand after the case goes to trial. In short, Stone is that much closer to protecting its good name, reputation and brand integrity.

Here’s some legal jargon to spice it up:

“the Court agrees [with Stone], especially considering the marks incontestability, STONE® is entitled to the strong protection afforded to suggestive marks. Since Stone and Miller both produce a beer which is distributed nationally, a consumer is likely to encounter both within close proximity of the other, making it is reasonable to consider Miller a direct competitor of Stone … Taking all the factors into account, the Court finds that Stone’s trademark infringement claim against Miller is moderately strong.”

While the Court did not order a preliminary injunction, it found that the issue was one for trial, where Stone looks forward to presenting evidence of the significant impact that MillerCoors’ campaign has had on the craft brewery – and the massive sales which Keystone has accumulated since reviving itself using Stone’s trademark.

“This is a very big deal,” stated Greg Koch, Stone Brewing executive chairman & co-founder. “The Court’s order confirms what we knew: that MillerCoors should be ashamed of what they have been doing. All along this has been a clear-cut infringement case, and now we can focus our resources on proving the significant damages done to the good name of Stone Brewing.” He concluded: “To any believer in independent, craft beer, today is a good day. All we ask is that you keep #TrueStonevsKeystone on your mind, and true Stone in your fridge.”

CEO Dominic Engels added: “We are pleased that the Court recognized the validity of Stone’s infringement claims. MillerCoors has made hundreds of millions of dollars from rebranding Keystone in a way that infringes on our trademark. It also has hurt Stone and our brand. We look forward to presenting this evidence to the Court at trial.” He added: “We entered this litigation to obtain permanent protection against future misuse of our brand. The Court’s holding is a win for Stone and we look forward to presenting these issues to a jury in San Diego.”

Stone filed suit against MillerCoors in February 2018 after MillerCoors tried to rebrand its Colorado Rockies-themed “Keystone” beer as “STONE.” The company had no choice but to combat MillerCoors’ aggressive marketing moves, which abandon Keystone’s own heritage by falsely associating with the one true STONE®. Stone announced the bold move by video last year and continues to wave a flag of independence, vowing never to sell out to Big Beer.

Stone Brewing is represented in the lawsuit by Noah Hagey, Jeff Theodore and Toby Rowe of San Francisco litigation boutique BraunHagey & Borden LLP.

CraftBeer.com is fully dedicated to small and independent U.S. breweries. We are published by the Brewers Association, the not-for-profit trade group dedicated to promoting and protecting America’s small and independent craft brewers. Stories and opinions shared on CraftBeer.com do not imply endorsement by or positions taken by the Brewers Association or its members.