At first sight you may think this is an ordinary trademark infringement case.But,there are many things that makes this case special.
First of all, "Keineken" menas "Kein Heineken" or "No Heineken" .
according to an article from www.nrc.nl, the Keineken campaign is in response to recent acquisitions by the Dutch beer giant on the Swiss beer market.
A Heineken spokesperson said about all this situation that : "We see this as trademark infringement and we filed a complaint accordingly."
So,they immediately sued for trademark infringement.Moreover Heineken's  lawyers "demanded an immediate halt to the distribution of Keineken and a withdrawal of the trademark."
Even though everybody believes Heineken is the one who won the battle,a member of Keineken,Conrad Engel said : "Heineken scored an own goal with their legal action. The media attention has brought us dozens of new members. Our goal - to have an Engelberger Klosterbräu by 2012 - has now come just a bit loser. With or without Keineken."