So, here’s a thing. Last Friday, Minneapolis brewery Modist Brewing Company rolled out a “Dilly Dilly Mosaic Double IPA.” The brewery was playing with fire: Dilly Dilly, if you’re unaware, just happens to be the catchphrase of choice for a series of Bud Light commercials set in the Middle Ages. (It’s a set of words that truly means nothing.) Bud Light, sensing that Modist was seeking to profit off this slogan, issued a cease and desist to the brewery on Friday.
But this wasn’t just any cease and desist! It involved sending a literal man cosplaying as a medieval-ish character storming into the Modist taproom, issuing a cease-and-desist in borderline insufferable olde English, unspooling a scroll, and intoning with the intensity of a first-year drama student delivering a Shakespearean monologue.