The owners of Monster Energy Drinks, which operate under the name of Hansen Beverage Co.(based in Corona, California) and is actually owned by Anheuser-Busch, have filed a cease and desist order against Rock Art Brewery, LLC of Morrisville, VT, claiming that their beer, “The Vermonster,” infringes upon its intellectual property rights.
“The Vermonster” beer will “undoubtedly create a likelihood of confusion,” the energy drink’s attorney wrote, calling for Matt and Renee Nadeau, the owners of Rock Art, to “cease and desist” from distributing or selling products with the name “Vermonster.”
Yes, because I see how people could mistake a 22oz brown glass bottle of beer for a 12oz can of “energy drink”. Especially from a brewery who distributes in a very small selection of northern New England states and brews only 3,000 barrels of beer a year.
Hansen Beverage Co. has sought reimbursement for legal expenses and called for Rock Art to abandon a trademark application. Hansen has trademarks for “Monster” and “Monster Energy.”
Nadeau has also reported that the brewery’s legal battle has been ranked 300 on the top 1000 most discussed topics on Twitter for a few days now (click here to follow the brewery @RockArtBrewery) and is getting all sorts of press from many Vermont news outlets and now major players like the Boston Globe. Rock Art also set up a Facebook page to publicize its plight against Hansen Beverage Co and Monster Energy.
Nadeau said, “This is a fight about principles and to tell corporate America that our justice system is not for sale. We, the people, hold the power and we have the tools to combat your deep pockets.”