Stone Brewing, the moderately sized brewery out of San Marcos, California, announced via a passionate and humorous video that it would be filing a lawsuit against MillerCoors, one of the largest beer companies in the world, The Full Pint reported. The reason: MillerCoors has rebranded its Keystone line of beers by minimizing the “Key”, in what Greg Koch, Stone Brewing’s co-founder, called an “intentional obfuscation that they are trying to run, confusing people with our brand.”

The new labeling for Keystone emphasizes the Stone, which dominates an entire side of a can. This rebranding coincides with an ad campaign revolving around the word, clips of which are shown in Stone’s video. The lawsuit calls for the behemoth brewery to put “Put the Key back in Keystone”, in order to stop intentionally confusing the market and co-opting Stone’s personal brand of twenty-two years.

 

Regardless of how successful the lawsuit ends up being, the move has drawn national attention, and continues the conflict between large scale domestic lagers and smaller breweries.

Photo via Stone Brewing on Facebook