You may have heard the silly phrase thrown around between at the bar or tailgates recently, thanks to a Bud Light commercial that went viral a few months back. Heck, you may have used “dilly dilly” yourself.
But one craft brewer was just served up perhaps the most creative cease-and-desist of the year for using the Bud Light slogan as the name of a new beer released on Friday, December 1.
Just two-and-a-half hours after tapping Dilly Dilly Mosaic Double IPA at their North Loop Minneapolis taproom, Modist Brewing received an unexpected visitor in medieval garb who was there to deliver a message straight from Bud.
Modist settled on using the name Dilly Dilly for its Mosaic IPA brewed with three kinds of hops products (lupulin powder, pellets, and oil) after a search on the TTB database showed the name hadn’t been used for another beer. But soon they thought a cease-and-desist might be coming their way after they found out “Dilly Dilly” had been trademarked by Bud Light after all.
“A couple days ago we realized the slogan was trademarked by Bud Light, not as a beer but just as a slogan, and got a little scared there for a little bit,” says Anderson, “but then we said, ‘screw it, let’s see what happens.’ And that’s what happens.”
Modist will be able to sell the rest of this batch of Dilly Dilly Mosaic IPA at the taproom, but won’t be able to brew it again under the name. “This is by order of the king,” the messenger read from the scroll, “disobedience will be met with additional scrolls, then a formal warning, then finally, a private tour of the pit of misery!”
Bud Light capped off their good-natured warning by offering two tickets to the Super Bowl for Modist to “watch the festivities and enjoy a few Bud Lights,” before the messenger took a bow and received a hearty round of applause.
Dilly, dilly! That was quite the cease-and-desist.