The founders of Stone Brewing had built up their successful craft beer for over two decades when a rival appeared on store shelves—the name “Stone” prominently spelled out on the side of its tall cans.

Consumers and retailers asked: had Stone found a new partner? Or worse—had the craft brewer with a rebellious reputation sold out? The new “Stone” cans, however, had no ties to the San Diego County brewery. They were part of a repackaging of Keystone, an economy line of beer owned by Molson Coors.