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Florida man alleges MillerCoors uses deceptive advertising

By Robbie Hargett | Mar 15, 2016

MIAMI (Legal Newsline) - A Florida man is suing MillerCoors, alleging deceptive advertising.


Joaquin Lorenzo, individually and for all others similarly situated, filed a class action lawsuit March 8 in U.S. District Court for the Southern District of Florida against MillerCoors LLC, Molson Coors Brewing Company and SABMiller PLC, alleging unjust enrichment.

According to the suit, the Coors brand has advertised itself as being "brewed with pure Rocky Mountain spring water."  Consumers allegedly pay a price premium for Coors products based on these representations, the lawsuit states.


However, the suit alleges, because Molson Coors, through a joint venture with SABMiller formed MillerCoors in 2008, the defendants now brew Coors Light in various breweries throughout the U.S., but not in the Rocky Mountains.

Lorenzo and others in the class seek declaratory and injunctive relief, restitution and disgorgement, corrective advertising, plus attorney fees and costs and a jury trial. They are represented by attorneys Elizabeth Lee Beck and Jared H. Beck of Beck & Lee Trial Lawyers in Miami, Antonio G. Hernandez in Miami, and Cullin O'Brien of Cullin O'Brien Law PA in Fort Lauderdale, Florida.

The defendant filed to remove the case to federal court because the proposed class consists of 100 or more members, the plaintiff and defendants are citizens of different states, and the amount in controversy exceeds $5 million, exclusive of interest and costs.

U.S. District Court for the Southern District of Florida Case number 1:16-CV-20851-JLK

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MillerCoors U.S. District Court Southern District of Florida Key West Division

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