In February 2018, the San Diego-based craft brewery filed a lawsuit against MillerCoors, claiming its rebranded Keystone packaging caused marketplace confusion.
In its latest brief, Stone Brewing claimed that its brand and trademark would be “destroyed” should MillerCoors succeed “in supplanting Stone’s craft beers with Keystone as ‘STONE’ in the minds of consumers.”
Meanwhile, MillerCoors called the lawsuit “a publicity stunt” by Stone and claims that it was the first to use the “Stone” and “Stones” marks.
“Stone Brewing is failing [to] keep pace in an ever more crowded craft beer segment and needed to revitalize its now-outdated image as an iconoclast,” MillerCoors’ brief said. “Stone Brewing’s market is increasingly populated by beers that are rated in official beer tastings as simply better than Stone Brewings’ ‘strong and unapologetically flavorful hops.’”
Stone Brewing’s motion for preliminary injunction to ban the sale of Keystone products prior to a court hearing was denied earlier this year.
MillerCoors is a beer brewing company in the United States. In 2002 South African Breweries purchased Miller Brewing Company to create SABMiller. In 2005, Molson Brewery of Canada and Coors Brewing Company merged to form the Molson Coors Brewing Company. Then, in 2008, SABMiller and Molson Coors created MillerCoors as a joint venture for their operations in the U.S. The company is the second-largest brewer in the U.S., after Anheuser-Busch InBev.