Lagunitas also is worried the confusion could lead consumers to think it is entering into a collaboration with Sierra Nevada. Sierra Nevada has led the craft industry in collaborations with other breweries, most recently in its “Beer Camp Across America” promotion last summer. Bottled beers were released amid a seven-city beer festival tour to promote the opening of Sierra Nevada’s North Carolina facility. The collaborators included Santa Rosa’s Russian River Brewing Co. Magee has been an ardent opponent against craft-beer collaborations because he contends it could devalue his brand.
“I think that collaborations can lead to confusion,” Magee said.
The suit raised a similar issue. “Particularly given this reputation for collaboration with other brewers, and based on the obvious similarities to the Lagunitas ‘IPA’ Family of Trademarks, there exists a great likelihood that consumers mistakenly will believe that the ‘Hop Hunter IPA’ is a collaboration with Lagunitas, and thereby, sponsored or approved by Lagunitas,” the suit reads.