DILLY DILLY . . . BEST CEASE AND DESIST EVER

A TOWN CRIER, a parchment letter and two tickets to the Super Bowl does not normally call to mind a cease & desist but that’s exactly what happened to Minneapolis-based Modist Brewing Company in early December.  Their IPA release, Dilly Dilly, was brewed with a “dilly” of oats and English floor malted barley.  It also clearly derived its name from the wildly popular catch phrase in the Bud Light medieval setting “Dilly Dilly” commercials.  This caught the attention of the attorneys at Anheuser-Busch InBev.  Not typically prone to humor, the brewer is notorious for its litigious nature and has served numerous cease and desist letters to a broad range of businesses from wineries, coffee roasteries, to craft breweries.  Instead of the usual legal correspondence, Anheuser Busch had a little fun.  In early December, as the beer was being tapped at Modist, a medieval scribe entered the brewery who read the desist letter from an actual scroll, asking that Dilly Dilly be a limited edition release.  Then, offered two tickets to the 2O18 Super Bowl.  The letter reads:

Dear Friend of the Crown, Modest Brewing Company:
Congratulations on the launch of your new brew, “Dilly Dilly” Mosaic Double IPA.  Let it be known that we believe that any beer that is shared between friends is a fine beer indeed and we are truly flattered by your loyal tribute.  However, “Dilly Dilly” is the motto of our realm, so we humbly ask that you keep this to a limited edition, one-time only run.  This is by order of the King, disobedience will result with additional scrolls.  Then, a formal warning.  And finally, a private tour of the pit of misery.  Please send a raven, letter or electronic mail to let us know that you agree to this request.  Also, we will be in your citadel of Minneapolis for the Super Bowl and would love to offer two thrones to said game for two of your finest employees to watch the festivities and enjoy a few Bud Lights on us.  Yours Truthfully, Bud Light