RALEIGH — A local beer distributor is apologizing for using the Lumbee Tribe’s logo and slogan in Budweiser and Bud Light advertisements, and says it removed the ads before the tribe filed a trademark infringement lawsuit.
The Lumbee Tribe of North Carolina filed the lawsuit against Anheuser-Busch and distributor R.A. Jeffreys, which has a plant in Lumberton, on Tuesday.
“R.A. Jeffreys regrets any offense that may have been taken to the use of the materials in which the Lumbee Tribe claims an interest, and R.A. Jeffreys will not make any further use of such materials unless specifically permitted to do so by the Lumbee Tribe. R.A. Jeffreys values and respects the heritage of the communities in which its customers live and work,” the distributor said in a statement.
R.A. Jeffreys said it developed the advertisements without the knowledge or involvement of Anheuser-Busch, with the intention of honoring “the rich heritage of the Lumbee Tribe.”
The distributor said it learned the tribe objected to the advertisements on June 9 and removed them within a day.
“Our wholesalers often implement local marketing efforts on behalf of our brands. The wholesaler responsible for these signs removed them shortly after a complaint was brought to its attention, and has since expressed its regrets. Anheuser-Busch respects the Lumbee Tribe and likewise regrets that this occurred,” Anheuser-Busch said.
The advertisements, featuring the Lumbee Tribe’s name, logo, “Heritage, pride and strength” slogan and other tribe-related imagery, were placed above beer refrigerators at a store on Caton Road in Lumberton and on U.S. 401 in Raeford.
“On information and belief, defendants used the Lumbee Tribe marks in order to suggest a connection between defendants and defendants’ Budweiser and Bud Light brands and the Lumbee Tribe when, in fact, no such relationship exists,” the lawsuit says.
The Lumbee Tribe’s logo features a circle, representing the circle of life, which is divided into four quarters, representing “the four qualities of a balanced life: the spiritual, the emotional, the physical, and the intellectual,” the lawsuit says. The colors and placement of the quarters represent the four directions, yellow for East, red for South, black for West and white for North. The Lumbee Pine Cone Patchwork pattern surrounds the circle.
In a statement, the tribe said the advertisements have caused “confusion and outrage.” The tribe is seeking damages.
“As alcohol and drug abuse are often associated with Native American culture, the use of the Lumbee tribal brand and an image of a Native American dancer in an advertisement promoting an alcohol product is viewed as particularly offensive to Lumbee People,” Tribal Chairman Harvey Godwin wrote on Facebook last week.
James Locklear, a spokesman for the tribe, said this morning the government would withhold comment about the apology because of pending litigation.
R.A. Jeffreys several years ago purchased Eagle Distributing, which was a locally owned company that for years was noted for supporting local civic ventures. R.A. Jeffreys has continued that tradition, and is one of the sponsors for Alive After 5, which continues tonight.
