BrewDog Wins Right to Call Beer "Elvis Juice".
The estate of Elvis Presley had blocked the Scottish brewer from using the name on its popular IPA.
Elvis is back in the building. At least, the BrewDog building at least. After a somewhat bizarre legal battle that saw the owners of the massive Scottish brewery change both their names to “Elvis” in a tongue-in-cheek attempt to avoid litigation—a move that, by the way, didn’t work at first—BrewDog has successfully won an appeal against Elvis Presley’s estate and will be allowed to once again call their grapefruit-enhanced IPA “Elvis Juice”—under one important condition.
A quick recap: Jumping on the grapefruit IPA trend, the Scotland-based, but internationally-scoped craft brewery BrewDog released its own take on the style back in 2015, choosing to call it Elvis Juice IPA. Not long after, the estate of Elvis Presley was threatening legal action, claiming that the name “Elvis” was their domain, which led the two co-founder of BrewDog to change their names to Elvis to show that anyone could have the moniker. (Simply pointing to a photo of Elvis Costello might have been easier, but so be it.) Despite those efforts, last July, the U.K. Intellectual Property Office ruled that, indeed, the most famous Elvis was “the King,” and that Elvis Juice would have to be renamed. Continue reading at Food&Wine.com
