I have no problem with what Bell's is doing. NB is clearly referencing their product.
Where I think this gets a bit silly is what just happened with Oscar Blues and Gordon Biersch. Gordon Biersch forced Oscar Blues to stop producing an actual BEER called Gordon. Now, this particular beer in question, was named in honor of Gordon Knight, one of the co-founders of Twisted Pine who died fighting fires in Lyons, Co. "Gordon" - the beer, was an imperial red ale (now renamed G'Knight) a beverage, to my knowledge. that Gordon Biersch doesn't even produce. So, understanding the circumstances, I don't see how there would be confusion between the two products.
Same thing happend to Dry Dock and its Seven Seas IPA. Like I said, I understand that Bells needs to protect its actual product and I don't think NB should be able to garner profits off of a specific reference to another company's property. However, what harm did Oscar Blues do to Gordon Bierch by happening to have a beer named "Gordon" and what room for confusion was there with a brewery in Colorado making a beer named Seven Seas do to a Washington brewery named 7 Seas. Note that the owner of Dry Dock said he would have been "happy" to change the name if he would have just gotten a phone call instead of a nasty letter.
Links to both articles are posted below.
http://blogs.westword.com/cafesociety/2011/01/gordon_biersch_forces_oskar_bl.php#
http://blogs.westword.com/cafesociety/2011/03/dry_dock_brewing_changes_the_n.php#