What started as a costly legal threat has turned into a marketing windfall for a tiny French craft brewery, after Yoko Ono’s legal team forced the stop on the company’s popular “John Lemon” beer, a play on the name of late Beatles icon John Lennon.
Aurélien Picard, founder of Brasserie de l’Imprimerie based in the small Brittany town of Bannalec, revealed he first received a formal legal notice from Ono’s lawyers in late March. The notice ordered the micro-brewery to immediately phase out the controversial brand name, recall all existing stock from shelves, and pay substantial royalty fees for using the likeness of Ono’s late husband, one of the most famous musicians of the 20th century.
Picard shared details of the demand with Agence France-Presse, noting the financial terms were steep for the small operation: the initial royalty demand hit 100,000 euros (equivalent to roughly $117,000), with daily penalties ranging from 150 to 1,000 euros if the brewery refused to comply. “Basically, they demanded we recall all our product and immediately stop using the brand,” Picard said.
After weeks of negotiation between the brewery’s side and Ono’s legal team, a compromise was reached: the 2-person brewery was permitted to sell through its existing stock of 5,000 bottles of the pale ale by July 1, after which all production of the John Lemon brand would cease permanently.
What neither side anticipated, however, was the massive surge in consumer interest sparked by the public legal dispute. News of Ono’s challenge to the small craft brewery spread rapidly across local and international media, turning the little-known beer into a viral must-have product. In just a matter of days, nearly the entire remaining stock sold out.
Describing the sudden rush of sales as “crazy,” Picard told reporters that less than 1,000 bottles remained on shelves as of the latest update. Calling the turn of events “kind of funny, amid our misfortune,” the brewer noted that the unexpected publicity has turned a potential business setback into a surprising boon for the small company.
The John Lemon brand was first launched five years ago, as one of several of the brewery’s beers that lean into playful puns on celebrity names. Picard said the name struck the team as “cool” when it was first developed. For years, the beer was sold only within a 40-kilometer radius of the brewery, distributed primarily to local liquor stores and independent restaurants, with total annual production for the entire brewery hovering between 50,000 and 80,000 bottles.
Now, the brewery is racing to find a new name for its popular blonde ale. Picard’s first proposed rebrand, “Jaune Lemon” – which translates to “Yellow Lemon” in French – was rejected by Ono’s legal team, leaving the small team back at the drawing board to pick a new title that will avoid further legal conflict.