In a lawsuit filed in federal court June 14, 2016, the Lumbee tribe of North Carolina accused AB-InBev and R.A. Jeffrey’s Distributing for illegally using the trademarked logo and slogan of the Lumbee tribe.
According to the lawsuit the tribe’s logo was being used by Budweiser as early as 2004. The tribe’s slogan “Heritage, Pride & Strength” can be seen on banners displaying Budweiser products in convenience stores and super markets. The Lumbee tribe alleges that the use of the logo and slogan “creates the false impression that the Lumbee Tribe is affiliated, connected or associated” with Budweiser. The suit also notes that “many members of the tribe find [this] offensive because alcohol abuse is often associated with Native American culture.”
AB-InBev claims the banners were made without Anhueser-Busch’s involvement by R.A. Jeffreys. “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.”
R.A. Jeffreys went on to release their own statement “In this matter, R.A. Jeffreys developed some point-of-sale advertising materials that were intended to honor the rich heritage of the Lumbee Tribe. These materials were developed by R.A. Jeffreys without the involvement, input or knowledge of Anheuser-Busch. On June 9, 2016, R.A. Jeffreys was informed through a telephone call that the Lumbee Tribe objected to the use of these materials, and by June 10, 2016, R.A. Jeffreys had removed all of the materials in question. R.A. Jeffreys regrets any offense 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.”
