WATERLOO, ONT—While the summer of 2009 may have been short of sweltering sunny days, there was an abundance of one thing — lime-flavoured lager. The problem with these multiple brews according to Anheuser-Busch and Labatt Brewing Co. is that you might not have been able to differentiate between their Bud Light Lime product from Waterloo, Ont.-based Brick Brewing Co. Limited’s Red Baron Lime.


































In a release, Brick Brewing says Labatt and Anheuser-Busch are seeking an injunction from the Federal Court of Canada, as well as damages or an accounting of profits from Brick’s sales of Red Baron Lime.

The suit was undertaken because Brick “piggy-backed” on Bud Light’s success, says Charlie Angelakos, vice president of public affairs, Labatt Breweries of Canada, in an email interview. “Brick’s labels and secondary packaging are very similar to Bud Light Lime,” he says. “We have invested a lot of time and money into developing and promoting distinct trademarks for Bud Light Lime and we need to safeguard that investment.”

Design Edge also talked to Sean Dennis, marketing director for Brick Brewing, who says Red Baron Lime which was released to markets in mid-August was a natural brand extension for the craft brewery and the use of the colour green was an obvious choice. “We decided that being a lime beer, green would and should be used,” says Dennis. “…The last time we looked, limes were green, not purple. We started with that as the design base.”

As well as looking to limes, Dennis said Brick Brewing took a group of fonts and put them together to create and communicate the message of Red Baron lime. In addition to looking at the iced tea and spirits categories for inspiration, Dennis said Brick Brewing re-visited Bambay —a citrus green beer the company created over a year ago, which was also made in a clear bottle. Contact: budlightlime.ca, lustforlime.com