BrewDog loses Elvis battle

11th July, 2017 by Rupert Millar

One of the UK’s leading craft brewers has lost its court battle with the Elvis Presley Estate over the naming of a beer.

‘Punk’ brewers, BrewDog, launched its grapefruit and blood orange brew ‘Elvis Juice IPA’ in 2015 and it has since become one of the brand’s bestsellers with a turnover of £1.9 million last year as was revealed at the hearing.

Last year, however, Elvis Presley Enterprises which manages the name and likeness of the rock and roll great, objected to BrewDog registering the names ‘Elvis Juice’ and ‘BrewDog Elvis Juice’ as trademarks.

BrewDog’s defence rested on the notion that Elvis was a common name and, in a typical stunt, founders James Watt and Martin Dickie both changed their name to Elvis by deed poll last year.

“From this point forward, Elvis Juice is named after us, the brewers formerly known as James and Martin. We may even file a case against Mr Presley for using our names on all his records without our written permission,” said Watt.

The UK Intellectual Property Office has not been so understanding however and, as reported by The Scotsman, found in favour of EPE at the start of this week. Trademark hearing officer Oliver Morris, having first made the point that Elvis Presley is without doubt, “the most famous of all Elvises,” summed up: “I consider that there is a likelihood of indirect confusion and that the average consumer will assume that the goods come from the same or a related undertaking.”

BrewDog was ordered to pay £1,500 in costs and will now have to change the name of the beer or apply to EPE for official permission to use the name.

BrewDog has been contacted for comment.

3 Responses to “BrewDog loses Elvis battle”

  1. Val DeCamp says:

    Absurd decision, the EPE should be ashamed.

  2. Andew says:

    A bit of an after thought there guys! Changing your names after the brand release and promotion was just plain dumb! Long live the KING!! haha

  3. Bo Beers says:

    Total wrong decision imho.
    Elvis P. has nothing to do with beer, and certainly not with a good beer 😉
    See case Apple (computer) vs. Apple (records). There was only one problem the moment Apple (computers) started with iTunes.
    So there will be a time when we have to pay royalties for the air we breathe. 🙁

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Fine Wine Logistics Coordinator

IG Wines
London, GB

Brand Ambassador East Coast USA - Ableforth’s

Maverick Drinks
New York - field-based, USA

Brand Ambassador West Coast USA - Ableforth’s

Maverick Drinks
San Francisco / Los Angeles - field-based, USA

Global Travel Retail Manager

Maverick Drinks
London, UK

Portfolio Ambassador - Europe

Maverick Drinks
North West Europe - field-based, UK

Senior Partner Manager - Grocery

Maverick Drinks
London/Field Based, UK

Sales Executive

Woolf Sung Ltd
London

Trade Marketing Manager - Maverick Drinks

Maverick Drinks
London / Kent

Business Development Executive Central London

William Grant & Sons UK
London

PR & Communications Officer - Atom Group

ATOM Supplies Limited
London, UK

Crus Bourgeois du Médoc 2015 Official Selection Tasting

London,United Kingdom
21st Sep 2017

The City Wine Show

London,United Kingdom
22nd Sep 2017

Almaviva 2015 Vintage and Vertical Tasting

London,United Kingdom
28th Sep 2017
Click to view more

Global Chardonnay Masters 2017

Deadline : 29th September 2017

The Global Riesling Masters 2017

Deadline : 29th September 2017

Click to view more

Champagne Masters 2017

The only Champagne blind tasting in the UK, the competition will reward the best wines in the following categories:

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

Click to view more