The craft beer industry may not take too kindly to Anheuser-Busch buying up the business of their fellow counterparts, but Anheuser-Busch doesn't take too kindly to those brewing beer inspired by their advertisements. Taking a crack at a popular AB InBev Bud Light commercial, Minneapolis brewery Modist found out what happens when you take a joke from big beer and run with it. Oddly enough, big beer proved they can dish it out as well as they can take it thanks to their new viral cease and desist video involving the copyrighted phrase "Dilly Dilly."
On December 1, Modist Brewing Company released their mosaic hopped double IPA called Dilly Dilly. If you've seen the Bud Light commercial featuring a medieval monarch toasting loyal subjects with the phrase "Dilly dilly", then instantly Bud Light comes to mind. While the initial release of Modist's Dilly Dilly may have been in good fun, it put Modist Brewing in the hot seat. Not without a good jab, however. Rather than slamming down the gavel cold, big beer decided to dish it back by having a town crier dressed to the tee deliver the cease and desist message by reading it from a scroll. Seriously, this happened.
That moment when Bud Light sends you a cease and desist for your #dillydilly release... via a scroll... written in olde english... read by an actual medieval person.. and then sends you to the Minnesota Super Bowl 2018.
Posted by Modist Brewing Company on Friday, December 1, 2017
"Here ye here ye. Dear friend of the crown Modist Brewing Company. Congratulations on the launch of your new brew Dilly Dilly Mosaic IPA. Let it be known that any beer served between friends is a fine beer."
The town crier begins to deliver his message as those in Modist Brewing gather to receive what appears to be a hilarious telegram. As the crier continues, the message takes a turn warning of legal actions to come if their wishes aren't met.
"Keep it to a limited edition, one time only run. This is by order of the king. Disobedience shall be met with additional scrolls, then a formal warning, and finally, a private tour of the Pit of Misery."
Did their pallets mistake a double IPA for a spiced honey mead wine? Ok, I jest. Two tickets to the Super Bowl with free Bud Lights however doesn't sound like a bad out of court negotiation. In a legal matter that could have turned ugly, it appears that maybe big beer has a sense of humor, at least a little bit.
While the folks over at Modist may have been rather amused at the town crier response, they took the warning to heart. Dilly Dilly has been given the new name Coat Tails. While AB InBev may legally try and take credit for that, without a copyright they may have to keep the next town crier waiting on standby.