Native American tribe sues Budweiser

The Lumbee tribe of North Carolina has filed a lawsuit against beer giant AB-InBev and a distribution company in North Carolina over its “unfair and deceptive” use of its logo to promote Budweiser and Bud Light.

An example of the tribe’s logo used on banners above beer coolers in North Carolina

The tribe filed a lawsuit against the brewer this week following its “blatant and ongoing” use of its “Heritage, Pride & Strength” slogan and logo on banners marketing Budweiser products in North Carolina stores from July 2015, distributed throughout the state by the R.A. Jeffreys Distributing Company.

The tribe claimed the use of its logo, which it says it did not give Budweiser permission to use, created the “false impression that the Lumbee Tribe is affiliated, connected or associated” with Budweiser, as reported by News Observer.

The suit also noted that “many members of the tribe find [this] offensive because alcohol abuse is often associated with Native American culture.”

“The lawsuit was filed because of the confusion and outrage created by advertisements for Budweiser and Bud Light which prominently include the Lumbee Tribe’s name, logo, and “heritage, pride, strength” slogan as well as Tribe-related imagery,” the Lumbee Tribe said in a statement posted on its website.

“In the advertisements, the Lumbee Tribe’s name and trademarks appear in close connection with the Budweiser and Bud Light trademarks in a manner that suggests that the Lumbee Tribe is promoting the sale of Budweiser and Bud Light. Members of the Tribe and others in the community mistakenly believed that the Lumbee Tribe gave its permission for the Tribe’s name and trademarks to be used to sell alcoholic beverages and were offended because alcohol abuse is often associated with Native American culture. “The Lumbee Tribe did not give Anheuser-Busch or R.A. Jeffreys Distributing Company its permission to use the Lumbee Tribe’s name or trademarks”.

R.A Jeffreys has since removed the advertisements featuring the tribe’s logo, claiming that it had developed the point of sale materials with the intention of honouring the “rich heritage of the Lumbee Tribe”.

The Lumbee tribe’s logo has been recognised by the state of North Carolina since 1885

“These materials were developed by R.A. Jeffreys without the involvement, input or knowledge of Anheuser-Busch,” a spokesperson told The Consumerist.

“R.A. Jeffreys regrets any offence that may have been taken to the use of the materials in which the Lumbee Tribe claims an interest, and R.A. Jeffreys will not make any further use of such materials unless specifically permitted to do so by the Lumbee Tribe. R.A. Jeffreys values and respects the heritage of the communities in which its customers live and work.”

A statement from AB InBev read: “Our wholesalers often implement local marketing efforts on behalf of our brands. The wholesaler responsible for these signs removed them shortly after a complaint was brought to its attention, and has since expressed its regrets. Anheuser-Busch respects the Lumbee Tribe and likewise regrets that this occurred.”

The ongoing lawsuit seeks to sought to recover any profits the companies made through use of the logo and slogan.