This blog is generally focussed on me and the brewery. That’s a conscious choice, because there are a lot of other blogs and sites that focus on other things. So yes, startingabrewery.wordpress.com is self-centered. Deal with it.
Today, however, the support goes over to Rock Art Brewery in Vermont. If you haven’t heard about this story yet, allow me to fill you in.
Rock Art Brewery is a nice little microbrewery in Morrisville, Vermont. Never heard of the brewery or the town? Or Vermont? Weird. Obviously they’re a threat to the energy drink empire that starts with M and ends with onster. (Monster, if you missed that)
Rock Art has been in operation for 10 years. Matt started the company by himself in his basement, and now they have a whopping 7 employees. For the 10 year anniversary, Matt decided to make a super hoppy, 10%, 100IBU monster of a beer, aptly named the Vermonster. And he got slapped with a Cease and Desist from Hansen, the publicly traded parent of Monster Energy.
Here’s a video with more information, starring Matt of Rock Art:
Katie over at Gonzo Gastronomy posted a great write up on this battle: “All the dishes rattle in the cupboard when the elephants arrive…”
While Rock Art has close to zero chance of losing this legal battle, Hansen is worth around a billion dollars. $1,000,000,000. They can sit there and appeal the verdict of each and every appearance in court until Rock Art either doesn’t have the money to go on, or changes the name. This means that while the law states Rock Art is in the right, isn’t endangering the Monster trademark, and shouldn’t have ever garnered the attention of Hansen, Hansen will win because they have more money.
Matt and the rest of Rock Art have decided to stand up to this. They could just change the name and go on. But they’re not. They stand up for what they believe in.
Matt’s got this awesome cliche thing going on, first by rocking the American Dream (basement brewer makes it 10 years? That’s awesome!) and now stepping into David’s shoes to try and sling a 12 oz rock at Goliath.
I’m hoping to be a microbrewery owner soon. It makes me smile to see someone standing up for his ideals and for the industry.
Help Matt stand up. Support Rock Art. Boycott Monster. Spread the word. Make sure the world knows how pissed off we are.
[Update] There is now a petition to show support. Sign it.
And smash cans with bigger cans.
More people writing about this. I’ll keep updating this list as I find more: