2beerguys beer blog

Beer Law: Monster Energy Drink starts a full tilt with RockArt Brewery

Stop using MY name, is what Hansen Beverage Company recently said to RockArt Brewery.  Hansen Beverage Company is the beverage makers of Monster Energy Drink, among many other products. You’ve seen their TV ads, you’ve seen their signs, and you may have seen their drinks at most convenient/grocery stores. Not the first drink in the market, but one with a lot of muscle behind them to be a large player in the energy drink market.

On the other hand, RockArt Brewery is a small, family owned brewery in Vermont. The Brewery was started by Matt Nadeau and his wife Renee. On September 14th, Matt was issued a cease and desist order to stop selling, advertising and creating any marketing materials for his Vermonster beer.

Vermonster Beer Stats:

• Alcohol: 10% ABV
• IBU: 100
• Style: Barleywine Style Ale (which is dry hopped)

Hansen Beverage company believes that the Vermonster is a trademark infringement on their Monster energy beverage.  Matt is very upset with the actions that Hanson Beverage has taken.  He has spoken to legal consultants, who believe that the law is on his side, but he is worried about the costs that this legal action might cost his family run business.  There are rumors that Hansen Beverage company is using this as a stepping stone to emerging into the beer market.

You Tube Video from Matt and The Monster- Rock Art Brewery vs. Monster Energy Drink.

How can you help?

• Buy RockArt Beer: An increase of sales would help fund the battle.
  Stop Drinking Monster Energy Drink: and other products from Hansen Beverage Company.
• Let Hansen Know What You Think: Visit Hansen Beverage Company’s website and let them know that you disagree with their decision: http://www.hansens.com or http://www.monsterenergy.com Here’s a message that I sent:

To whom it may concern,

I have learned about a pending lawsuit that you brought against RockArt Brewery in Vermont. As I work in the software industry, I understand the importance of the copywrite laws and the importance of protecting your intellectual property.

Although, I am not aware of the intentions for your lawsuit, I would like to express concern that the approach you are taking is not warranted. RockArt is not a competitor of yours and no one would every believe that Monster Energy Drink and the Vermonster Beer would be the same thing. Actually, your product would have an adverse effect. While the Monster Energy drink is intended to boost one’s energy, Vermonster Barleywine would make someone relax — as alcohol is a depressant which slows down brain activity.

This is a prime example of a large company trying to show their muscle and power by attacking the little guys – someone that’s not even in the same market. You should be ashamed by the approach that you have taken. Please understand that your actions will result in a loss of loyal customers — switching to an alternative energy drink.

If you would like to respond to this claim, please do so. I am interested in understanding your reason for this ludicrous action.

Sean
2Beerguys.com

Drink Craft Beer – Not Monster Energy Drink!!

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“If you are really gonna dig in, email the folks at Hansen beverage and let them know that if they do this, they should also be suing Monster.com, the cookie monster, Terrapin Brewing (makers of Big Hoppy Monster), Brooklyn Brewery (makers of Monster BarleyWine) or Ben & Jerry’s ice cream for their huge sunday, also called The Vermonster. (http://en.wikipedia.org/wiki/Vermonster)” as said by BeerTap.tv

Do your part!!

Sean

2Beerguys.com

Drink Craft Beer, Not Monster!!!

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Resources

• Monster Versus Vermonster – Link to Article.
• Cigar City Brewing Company – One of the Challenges Little Breweries Face Link to article.
• Craft beer enthusiasts in Austin take to the Internet to rally for Rock Art Brewery – Link to article.
• Beer Buzz 048: Screw the Monster! Link to article.