Steve Ames

Hansen (Monster) CEO’s letter to me, and response:

Dear Steve,

Thank you for taking the time to email me.

The company did send a “cease and desist” letter to Rock Art Brewery on September 4, 2009, after learning that Rock Art had filed an application to register a federal trademark throughout the United States in connection with “Vermonster” in July 2009.

In order to protect Hansen’s valuable Monster EnergyÒ trademarks, Hansen is legally obliged to, and routinely sends, cease and desist letters to any entity and person who use or attempt to register similar trademarks for products that are similar or related to MonsterÒ products.

However, we are working with Rock Art Brewery to come to an amicable resolution.

Please see our attached response for further information.

Please don’t hesitate to call or email me should you wish to do so.

Kind Regards….

Hilton H. Schlosberg.

Vice Chairman and President

Hansen Beverage Company

550 Monica Circle

Corona, CA 92880

If you want the PDF, e-mail me at Steve@6060.me

My letter back:

Dear Hilton,

I appreciate your prompt and cordial response. I fully understand the critical mission of protecting your trademarks, and of your obligations to protect shareholder value in the company you run.

My sense in this case, however, is that it’s a stretch to suggest that Vermontster is an infringement on Monster. That appears to me to be a bit overzealous.

Secondly, there appears to be significant brand risk in raising the ire of independent minded New Englanders when the threat from Rock Art, in the micro brew beer market, can be thought of endangering your brand.

At some point we’re people. You and I, Renee and Matt at Rock Art. And each shareholder of Hansen Beverage. The character and personality Hansen puts forward becomes as important or perhaps more important than the ruthless pursuit of legally prescribed outcomes from your trademark attorneys.

Your customers, if not your shareholders, are a radical bunch - rally racing, driving trucks 22 hours in a row, doing backflips on motorbikes (or wishing they could). That is a group that will support a micro brewery under the legal gun. That’s what I wish you would think about.

Again, I appreciate your prompt and personal response to my letter,

Sincerely,

Steve
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Steve Ames
760-6060