Anheuser Busch is notorious for their litigious nature. The brewing giant has served numerous cease and desist letters to everyone from wineries, coffee roasteries, to craft breweries. This week, AB served a new cease & desist letter, this time to Modist Brewery in Minneapolis, Minnesota. Instead of the usual legal correspondence, Anheuser Busch had a little fun with it.
Dilly, Dilly! The nonsensical catchphrase that has swept the nation thanks to the latest Bud Light commercial, spoken by a king in a medieval setting. (Think of it like the WAZZZZUP commercials that started airing in 1999.)
Modist Brewing Company saw “Dilly Dilly” as a name for their Mosaic imperial IPA. That caught the eye of Budweiser’s attorneys. Instead of a simple c&d letter, Bud got creative. As the beer tapped on December 1st, enter a “medieval scribe who read the desist letter from an actual scroll, asking that Dilly Dilly be a limited edition release. Then, offered two tickets to the 2018 Super Bowl. The letter 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 nd 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
That’s a hell of a way to take the high road if you ask us.