USSA Signs Deal With Lagunitas To Replace A-B Music Festival Helping Tix Sales For MIS Cup Race A-B Selects WME-IMG For Experiential Marketing A-B Extends Deals With U.S. Soccer, El Tri Mike Sundet Leaving A-B For Momentum A-B Super Bowl Push Looks To Social Media Bud Light Rolls Out Broncos-Themed Ad Bud Sticking With Clydesdales For Super Bowl Bud Light Announces Super Bowl Hospitality Plans Sprint, A-B Create Interactive Beer Tap Handles
SBD/9/Sponsorships Advertising Marketing
LABATT ON THIN ICE? LEGAL TROUBLES OVER ICE BREWS MOUNT
Published February 9, 1995
A federal jury in St. Louis began Wednesday trying to sort out "the icy claims" of Anheuser-Busch and Labatt Breweries. Labatt claims A-B "toyed with it over a licensing agreement to produce ice beer while working secretly to roll out its own version." A-B says Labatt "used to deceptive advertising" claiming Labatt was the inventor of ice beers. A-B is seeking $13.5M in damages from Labatt; Labatt wants a jury to award itself $61M, "representing what it says is triple the amount of money it lost as a result of A-B's introduction of its own ice beers" (Tim Bryant, ST. LOUIS POST-DISPATCH, 2/9). Labatt is currently "locked in a string of other legal battles in various North American courts over ice beer" (Toronto GLOBE & MAIL, 2/9).