Big Sky Brewing Company is ringing in the New Year by filing a lawsuit against Anheuser-Busch over a trademark violation. In a series of Youtube videos on Bud Light’s channel, the world’s largest beer maker uses the phrase “Hold my beer and watch this,” a tagline that Big Sky claims it has used since 2004.
Big Sky Brewing is the maker of Moose Drool and Scape Goat, and the phrase is printed on the back of their IPA cans. The videos were actually created by actor John Krasinski (Jim from The Office) and have five million views.
The brewing world is becoming increasingly litigious, but it’s rare that a small brewery takes on one of the big boys in this fashion. Typically, the lawsuits go in the other direction. Up is down, black is white.
According to the Associated Press, Neal Leathers, president of Big Sky and one of the founders, said the Missoula-based company is “engaged in negotiations with Anheuser-Busch to try and get this resolved. Until something’s actually been resolved, we’re just sort of taking the no-comment route.”
Here’s one of the videos.