Bud Light Sent a Hilarious Cease-and-Desist Scroll to the Makers of ‘Dilly Dilly’ Ale

Delivered by a town crier, along with two Super Bowl tickets

Headshot of Tim Nudd

Bud Light has continued its seemingly endless “Dilly Dilly” antics by responding benevolently to a craft brewer that made a “Dilly Dilly” IPA—with a friendly cease-and-desist letter written on parchment and delivered by a town crier.

Modist Brewing Company in Minneapolis made the new “Dilly Dilly” Mosaic Double IPA, named for the cryptic but popular catchphrase from recent medieval-themed Bud Light ads. Having trademarked “Dilly Dilly,” A-B InBev needed to nip this in the bud. So, it sent a guy in medieval garb to Modist’s lobby, where he read the cease-and-desist scroll aloud:

Modist Brewing Company

We’ve seen a number of chatty cease-and-desist letters from brands recently, but this one ranks up there with the best of them. First, much as Netflix’s note to a rogue Stranger Things bar did, this missive simply asks Modist to keep things to a limited run. Second, it’s amusingly written, in keeping with the “Dilly Dilly” humor. And third, adding in two Super Bowl tickets for Modist employees is a very gracious gesture—and shows some recognition that anyone’s “Dilly Dilly” beer, on some level, will benefit Bud Light.

Here’s the full text of the scroll:

Dear friend of the Crown, Modist Brewing Company. Congratulations on the launch of your new beer, Dilly Dilly Mosaic Double IPA! Let it be known that we believe any beer shared between friends is a fine beer indeed. And we are duly 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 shall be met 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 fair 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.

The friendly tone is particularly notable, given A-B InBev’s generally antagonistic relationship with craft brewers.

“This is a little out of character … I’ve gotta tip my hat to them,” Modist’s lawyer, Jeff O’Brien, told the Minneapolis City Paper. “We certainly would rather see it handled this way, with some humor.”

@nudd Tim Nudd is a former creative editor of Adweek.