Bud Light sends Minneapolis brewery a cease and desist from the Renaissance

"Disobedience shall be met with additional scrolls."
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"Disobedience shall be met with additional scrolls."

Their beer may not be the greatest, but damn this is well played by Bud Light.

Modist Brewing on Friday launched a new double IPA called the "Dilly Dilly" – a hat-tip to Bud Light's recent medieval banquet-set commercial that mocks the craft beer craze.

Well, the new beer didn't go unnoticed by Anheuser-Busch, the makers of Bud Light, who sent the North Loop, Minneapolis brewpub a cease and desist.

Note: GoMN has an updated story about the Dilly Dilly beer, which you can read here. And kegs of the limited edition brew are dwindling – fast.

But in a brilliant twist, they delivered cease and desist via a Town Crier, who read it from a scroll.

"Let it be known that any beer shared between friends is a fine beer indeed and we are duly flattered by your loyal tribute," he says.

'However Dilly Dilly is the motto of our realm, so we humbly ask that you keep this to a limited edition.

"This is by order of the king, disobedience shall be met with additional scrolls, then a formal warning, then a private tour of the Pit of Misery."

He finishes by extending an olive branch to the bar, offering two Modist employees tickets to Super Bowl LII – where they can enjoy some Bud Light.

Modist marketer Dan Wellendorf shared the post on his Facebook page, commenting: "What happens when your (slightly naive) ideas turn into Bud Light execs and their ad agency staying up all night to come up with a script and then flying someone out of New York at 8 o'clock in the morning to be there for your beer release and then give you a cease and desist letter and tickets to the Super Bowl."

For those of you unfamiliar, here's the original ad. Dilly Dilly!

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