Amstel Lite Ordered To Change Packaging Because It Is Too Similar To Castle Lite
In the world of beer marketing, Castle Lite is deemed the victor against Amstel Lite after the competitor company was ordered to change their packaging because it was too similar with Castle Lite.
A complaint filed by Castle Lite manufacturer, South African Breweries (SAB), to the Standards of Authority of SA (ASA) against Brandhouse Beverages comes with the request to change the appearance of their Amstel Lite cans because they are almost identical to Castle Lite’s signature.
The silver and green that was used in Amstel Lite was the main topic of concern as well as the way the “lite” was spelled. SAB said that the similarities between their products render their products as indistinguishable in trade.
There really was a big similarity between the two beer products and it was further emphasized with the way the word lite was spelled and designed in Amstel Lite which was almost the same as Castle Lite’s. It was also odd that in the US and in Europe, colors such as brown, red and gold were used while their brand name is spelled as “Amstel Light.”
To argue against the complaint filed by SAB, Amstel Lager Brandhouse Beverages said that SAB had no right to claim exclusivity of the use of the colors green and silver because other international beer brands have also used the color combination.
Unfortunately for Brandhouse Beverages, the ASA sided with SAB saying that Castle had been using the word “lite” exclusively in the last 20 years. They also said that the similar elements used by Amstel Lite had greatly affected the uniqueness and exclusivity of the packaging in Castle Lite.
SAB seemingly tried to push their luck when they requested that Brandhouse Beverages to withdraw the Amstel Lite packaging within a week but the ASA did not approve of it saying that the whole request was impractical.
Brandhouse Beverages was instead given a month to withdraw their packaging and change it into something that is unique to them.
They said that they were very disappointed with the ruling and that they are considering their options. It is still unclear if Brandhouse Beverages will appeal to the ruling.
