BREAKING: Rock Art Brewery wins, Hansen backs off Monster Energy letter

rock art brewery[Updated at 6:45pm: Vermont Public Radio reporting that "Monster agrees to withdraw C&D letter provided "Vermonster doesn't break into the energy drink market."

"Rock Art president Matt Nadeau cautious about spelling out the agreement before getting instructions from his attorney."

Resolution appears to be the exact same one that Nadeau proposed 3 wks ago before all the #monsterboycott tweets and brand damage. Hansen's contended that they were obligated to issue the C&D letter or else they would lose in similar cases in the future. Does their withdrawal mean that they didn't achieve that goal or did they just have to issue the C&D letter to be ok?]

(Morrisville, VT) – No details yet but, within the last half hour, Rock Art Brewery is taking to its website and the social media airwaves right now with the news:

“VICTORY!!!!
POWER TO THE PEOPLE
POWER BELONGS TO THE PEOPLE
THE VERMONSTER LIVES!
THANK YOU ALL!! STATEMENT SOON”

And to think I was having so much fun reading all the insider gory details at Facebook and had another post forthcoming. It’s been fun from a beer news perspective but I’m glad to know that the ordeal is over for Matt and company (and Hansen, too- their brand took a shellacking over this). Details coming very soon I imagine…developing…

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8 thoughts on “BREAKING: Rock Art Brewery wins, Hansen backs off Monster Energy letter

  1. AWESOME NEWS. Glad that it is finally over and I can do other things than constantly checking the internet. Now I just realized- why the hell am I not drinking some Rock Art yet to celebrate??? Gotta get doing that

  2. In regards to this quote: “Hansen’s contended that they were obligated to issue the C&D letter or else they would lose in similar cases in the future. Does their withdrawal mean that they didn’t achieve that goal or did they just have to issue the C&D letter to be ok?”

    From my understanding (not a lawyer, I just read up about this stuff) even with the withdrawal, they (Hansen’s legal counsel) still achieved their goal. The C&D shows they defend their trademarks, and then they follow up on those C&D letters (i.e. the negotiations with Rock Art) showing the C&D is not a “blank threat”. Now negotiating with Rock Art before the C&D probably would have been better for PR, but I am not sure how negotiating first “looks” to a court in trying to defend a trademark. Prior actions for trademark defense are key and the heavier and consistent the prior actions are, legally the better (or at least it seems that way to me). Again, not a legal scholar by any means, and those are just my thoughts.

  3. So the smart thing to do would be to issue the C&D on Friday, negotiate through the weekend, and bow down before the social media riot ensues during the week :)

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