After years of debate over what constitutes a “craft brewer,” MillerCoors – which produces and markets the Blue Moon line of craft-style beers – has been hit with a class action lawsuit over the use of the word “craft” on both its website as well as various marketing and point-of-sale materials.
The suit, filed last week in the California superior court of San Diego County, alleges that MillerCoors deceptively brews, markets and distributes Blue Moon Brewing products in an effort to intentionally mislead customers into purchasing a “craft beer.”
“Through its false and deceptive marketing, Defendant misleads consumers to believe that Blue Moon is an independently brewed, hand-crafted beer,” The suit states. “While MillerCoors does not constitute a craft brewer, and thus Blue Moon does not constitute a craft beer, Defendant falsely identifies it as such on the MillerCoors website. This practice misleads consumers and allows Defendant to charge up to 50% more for Blue Moon beer than it charges for other MillerCoors products.”
Filed by The Clark Law Firm, the complaint, which lists “beer aficionado and home brewer” Evan Parent as the plaintiff, claims MillerCoors violated California’s “Consumer Legal Remedies Act;” California’s Unfair Competition Law and participated in “deceptive and misleading acts.”
“Defendant’s business practices are immoral, unethical, oppressive and unscrupulous,” the suit claims.
In a statement sent to Brewbound, MillerCoors spokesman Jonathan Stern denied the claims and said the company is “tremendously proud of Blue Moon” and will continue to embrace its “ownership and support” of the brand…CLICK HERE TO READ THE FULL STORY AT BREWBOUND.
