Screenshot: YouTube

Craft breweries and Big Beer (the Anheuser-Busch and MillerCoors of the world) don’t always get along. So it’s sort of encouraging to see what could have turned into a legal dispute get resolved with a costumed telegram and some Super Bowl tickets.

Minneapolis, Minnesota-based Modist Brewing is a small but well-regarded brewery that recently released a Mosaic-hopped double IPA called Dilly Dilly. If you’ve watched the NFL this season—er, slogged through the NFL this season—you’ll recognize the phrase “Dilly Dilly” as the weird-ass refrain of a series of medieval-themed Bud Light commercials.


Bud Light parent company Anheuser-Busch InBev predictably was less than thrilled with Modist’s use of Dilly Dilly. But because Big Beer looks like a giant bully when they go after the little guys, AB InBev chose to deliver its cease and desist letter with a bit of humor.

“We are duly flattered by your loyal tribute, however, Dilly Dilly is the motto of our realm and so we humbly as that you keep this to a limited-edition, one-time-only run,” recites a costumed town crier in this video posted to Modist’s Facebook page.

Modist took it in stride, vowing to rename the beer Coat Tails. And good for them: They got free press and some Super Bowl tickets out of the whole deal. Brb, naming my next homebrew Famous Among Friends.

Kate Bernot is managing editor at The Takeout and a certified beer judge.

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