Rock Art Brewery in “Monster” face-off
By Noah Davis • Oct 14th, 2009 • Category: Beer News
Rock Art Brewery’s ‘Vermonster’ beer caught the media’s attention because Hansen Beverage Co., maker of Monster Energy Drinks, ordered the brewery to stop selling the brew to avoid trademark ‘confusion.’
Monster, marketed in a 16oz. can, produced over $1 billion in revenue last year, and refers to it’s product as a “lifestyle in a can.” Why they are worried, however, that caffeine-addicted consumers will mistake a Monster for a Vermonster American Barleywine in a 22oz. glass bottle is anyone’s guess. Neither were a number of trademark attorneys for Rock Art Brewery owners Matt and Renee Nadeau.
“This is just about principle,” said Matt Nadeau. “Corporate America can’t be allowed to do this, in this day and age. It’s just not right.”
Whether Monster is right or wrong may prove to be a moot point, as the expensive legal process could send the Nadeaus into bankruptcy.
The whole dispute started a month ago when Matt Nadeau received an email message from Hansen Beverage lawyer Diane M. Reed ordering him to stop selling, advertising, and promoting the beer. Nadeau replied to Reed saying that energy drinks and alcoholic beverages are in two distinctly different markets, offered to surrender the name for any future energy drink endeavors he may try out.
According to Nadeau, Hansen didn’t budge; the company claimed the markets weren’t of Nadeau’s concern, and that Hansen Beverage may want to enter the alcoholic beverage market.
The only way to solve this is with a showdown. DRAFT can sample both the Vermonster Barleywine and whatever concoction Monster comes up with, and the winner can keep the name.
– Caitlin Torres
And here’s a video featuring Matt Nadeau
