The phrase, “Dilly Dilly” originated from our fun, medieval film about friendship so we decided that our response should stay true to that. Rather than send a standard legal letter to Modist, we worked with our lawyers to create a legally acceptable medieval scroll that was fun and friendly. During Modist’s launch event for their new “Dilly Dilly Mosaic Double IPA”, our town crier arrived and read the scroll aloud. It included a congratulations on the new beer, a request that they just limit it to one run and a note that disobedience would be met with additional scrolls and potentially a private tour of the Pit of Misery. To make sure they understood just how flattered we were, we included a pair of Super Bowl tickets for the brewery employees so that they could attend the big game happening a few weeks later.

24 hours is all it took for us to go from being notified of Modist’s brew to getting our town crier in Minnesota reading the scroll aloud at the launch party of the beer.

Resulted in over 100 stories by major news outlets and publications covering craft beer, law, advertising, food and lifestyle.

It helped changed Bud Light’s image within the craft community

Beer Business Daily: “Rather than send a standard cease & desist letter that would have been poo-pooed by the craft fans across the webiverse, A-B had a stroke of genius… This is a very different A-B than I’ve known in the past, and I like it.”

Reddit: “As much as I hate hate A-B InBev, this is a good move on their part.”

It got us the attention of the legal community, an audience that rarely talks about beer, who held us up as an admirable example of how companies should handle these disputes

Above the Law said, “Beyonce less cool than Bud Light” in reference to the star’s handling of similar situation.