At this point, you've probably heard Bud Light's new nonsensical catchphrase thanks to the commercial that went viral. The meaningless "Dilly Dilly" has now graced novelty shirts, comments sections, and, as of Friday, a new beer.
Minneapolis-based Modist Brewing released a Mosaic Double IPA called Dilly Dilly on Friday. It didn't take long for Anheuser-Busch InBev to stop by to let them know the name wasn't going to fly. The bad news was delivered in an amusing (and quite public) way. Like the characters from the "Dilly Dilly" commercials, a town crier dropped by in medieval garb with a scroll proclaiming that Dilly Dilly beer needed to change its name.
The messenger warned, "Disobedience will be met with additional scrolls, then a formal warning, then finally, a private tour of the pit of misery." The last was the locale for the second "Dilly Dilly" commercial. No pillory was involved at the Modist taproom, though. So, that's good.