Leffe Lawsuit: Man Sues Belgian Beer Brand Alleging Misleading Packaging
A lawsuit filed in Miami alleges Leffe's packaging is misleading. Via Flickr user Scott Richards.
Claiming he was misled by the packaging of Leffe brand beer, a man has filed a lawsuit against Anheuser Busch Inbev, stating text and images on the beer’s packaging led him to falsely believe the product was brewed in a Belgian abbey, according to a Reuters report.
Specifically, Henry Vazquez’s complaint with the Leffe brand is that because of the packaging, he believed the beer was of a higher quality than its competitors, causing him to pay more for it. The lawsuit states that the beer’s packaging does not mention that it is brewed in a Leuven, Belgium plant that also brews Stella Artois and pumps out 238 million gallons of beer per year.
In what could perhaps be a strategic play, Vazquez filed the suit in the same Miami federal court in which Anheuser Busch settled a similar case brought against it by consumers of Beck’s beer. The Beck’s drinkers claimed they were led to believe the beer was brewed in Germany, despite it being manufactured in the United States, the report says.
Reuters reports that Vazquez’s suit states Leffe’s packaging throws off its consumers by describing how the beer was first brewed by Belgian monks in 1240, continuing to be brewed for 750 years under Belgian tradition. The packaging also displays the bell tower of an abbey, which the lawsuit also claims is misleading.
“Their marketing quite clearly shows Leffe to be a specialty craft beer,” Vazquez’s lawyer, Natalie Rico, told Reuters. “Consumers believe they are buying something that is limited quantity and very high quality. That is not the case.”
The case is still in its early stages, so it looks like we’ll have to wait and see if Vazquez is able to make a recovery for these alleged transgressions. Reuters reports the lawsuit is seeking class action status, compensatory and punitive damages and for Leffe to make a declaration stating the beer is in fact, not brewed in an abbey or by monks.
Cory Francer is an Analyst with NAPCO Research, where he leads the team’s coverage of the dynamic and growing packaging market. Cory also is the former editor-in-chief of Packaging Impressions and is still an active contributor to its print magazines, blogs, and events. With a decade of experience as a professional journalist and editor, Cory brings an eye for storytelling to his packaging research, providing compelling insight into the industry's most pressing business issues. He is an active participant in many of the industry's associations and has played an essential role in the development of the annual Digital Packaging Summit. Cory can be reached at cfrancer@napco.com
