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Lagunitas Brewing Co. to drop '420' marijuana slang from labels in trademark dispute

  • Tony Magee. (PD File)

Lagunitas Brewing is dropping any future use of the term “420,” a well-known code phrase for marijuana, on its labels after an Atlanta brewery claimed a federal trademark on the number.

Lagunitas Founder Tony Magee announced the change via his colorful, stream-of-consciousness Twitter feed earlier this week.

“Good news is, I'll let ya have the 420 thing,” he wrote, addressing Freddy Bensch, founder of Sweetwater Brewing Company. “Is that a win?”

Magee said he received a letter demanding the change on Monday and expressed irritation, going so far as to call Bensch “a dweeb” for not having called in person to discuss the issue.

Bensch declined to comment on the dispute Wednesday, saying in a written statement, “It's not our style to discuss these issues publicly.”

Magee is out of the country and was unavailable for further comment on Wednesday. Chief Operating Officer Todd Stevenson did not return a call for comment.

Sweetwater, founded in 1997, has a long-standing pale ale known as “420.” Although the brewery's marketing material displays the number inside an interstate highway-style sign, suggesting it alludes to a long-planned highway segment near Atlanta, the smoking reference is made clear with the tag line “Drink 'em if you got 'em.”

There are several stories about how “420” became code for marijuana, but one widely told version says it originated in Marin County's San Rafael High School in the early '70s when a group of pot aficionados, calling themselves The Waldos, set 4:20 p.m. as the time they would meet after school for a smoking session.

Whatever its origin, the phrase has become so entrenched in popular culture that there is now a marijuana-related magazine called 420 and April 20, 4/20, has become an informal holiday for marijuana users. Clinics that offer examinations for potential patients under California's medical marijuana law often advertise the service as “420 evaluations.”

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