Anheuser Class Action Claims ‘Abbey’ Beer is Falsely Advertised

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Anheuser-Busch faces a proposed class action lawsuit alleging consumers “were deceived by AB’s labeling and packaging into believing that Leffe Beer is brewed in an abbey, and thereby brewed in smaller qualities under the supervision of monks.”

The lawsuit filed by plaintiff Henry Vazquez claims that Anheuser-Busch “has gone to great lengths to conceal that Leffe beer is mass-produced in an automated factory and not an abbey as its labeling and marketing suggest.”

Vazquez also stated, “Through its deceptive labeling, packaging and marketing, AB has charged consumers, including plaintiff and class members, a premium over its competitors’ products.”

Vazquez described the packaging for Leffe beer by saying, “The packaging and labeling on Leffe Beers includes the words ‘Abbey Ale’ and ‘Abbaye de Abbey of Leffe,’ a picture of an abbey, and the ‘Story of the abbey of Leffe.’ Further, the labels state ‘Anno 1240,’ implying that Leffe Beer has been brewed since that date in an abbey.”

According to the complaint, “In reality, Leffe Beer has not been brewed at the Abbey of Leffe since they Abbey was destroyed during the French Revolution. Instead, Leffe Beer is mass-produced at the Stella Artois Brewery industrial complex.” After the Abbey was destroyed in 1794, it was reopened in the twentieth century, with beer production resuming in a nearby Belgian town in 1952.

Anheuser-Busch acquired Leffe in 2008 and has been brewing the beer at the Anheuser-Busch InBev Stella Artois Brewery industrial complex at that location since, the lawsuit states. Additionally, Vazquez claims that AB InBev has been paying royalties to Leffe Abbey to be able to use the name, but the abbey itself is not involved with any of the beer-making process.

Vazquez states that although Stella Artois beer is made in the same factory and sold in the same marketplace, consumers are charged a premium over Stella Artois beer and other competitors’ products because consumers believe they are paying for a hand-crafted beer. He also claims that the location of the beer in clearly indicated on Stella Artois labels but the Leffe beer labels do not include that information.

Vazquez summarized, “In all, AB’s labeling, in conjunction with the corporate and marketing materials discussed above, demonstrate AB’s intentional concealment of the location where Leffe beer is brewed, the sole purpose of which is to deceive and confuse consumers.”

Vazquez seeks to represent himself and a nationwide Class of consumers who purchased Leffe beer as well as a subclass of Florida consumers. He has brought forth claims of negligence, breach of contract, and unjust enrichment as well as a claim of violation of the Florida Deceptive and Unfair Trade Practices Act.

Vazquez is represented by Ervin Amado Gonzalez and Natalie M. Rico of Colson Hisck Eidson.

The Anheuser-Busch Leffe Beer Class Action Lawsuit is Vazquez, et al. v. Anheuser-Busch Companies LLC, Case No. 1:16-cv-21181, in the U.S. District Court for the Southern District of Florida.

UPDATE: On May 9, 2016, Anheuser-Busch asked a Florida federal court to dismiss the proposed class action lawsuit.

UPDATE 2: On Aug. 15, 2016, Anheuser-Busch argued Vazquez’s bid for class certification is unsupported by any evidence. 

UPDATE 3: On Sept. 16, 2016, Vazquez is challenging an attempt by Anheuser-Busch Companies LLC to dismiss a class action lawsuit that accuses the company of misrepresenting the origin of its Leffe “abbey ale.”

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