Scottish brewers Brewdog have just lost a legal battle with the Elvis Presley Estate.
The brewers’ grapefruit and blood orange Elvis Juice IPA caught the attention of the Elvis estate who demanded they change the name of their beverage. The drink was released in 2015 and has become one of the company’s best sellers along with Punk IPA and Dead Pony Club.
When BrewDog founders James Watt and Martin Dickie were contacted by lawyers, the pair changed their names to Elvis by deed poll to prove a point. They added further comment by stating that there should be ” a little less conversation and more time enjoying our beer”. The Elvis camp seemed to get little satisfaction out of this.
The Elvis estate objected their application to register ‘Elvis Juice’ and ‘Brewdog Elvis Juice’ as trademarks. The UK Intellectual Property Office, who deal with trademark disputes, have decided to back the Elvis Estate on the drinks’ names.
According to the Scottish Herald, the trademark hearing officer Oliver Morris said: “Put simply, and notwithstanding that Mr Presley died nearly 40 years ago, he was/is such an iconic figure, that I would be very surprised if many people, including those at the younger end of the average consumer age spectrum, had not heard of him. There may be some exceptions, but this is likely to be few and far between.”
Brewdog will now have to pay the Elvis estate a reported £1500 costs for the case. Hopefully all Elvis Juice IPAs won’t have to be returned to sender…