The Elvis Presley Estate has launched legal action against the UK’s top craft brewery, BrewDog, suing over the name of their grapefruit-infused IPA, Elvis Juice.
In response, irreverent co-founders James Watt and Martin Dickie have both changed their names by deed-poll to Elvis.
BrewDog’s Big Boss Man has revealed that the grapefruit-infused American IPA has no connection to the famous Guitar Man.
Elvis Watt said: “We’re Caught In A Trap and suggest the grey-suited Hound Dogs at the Presley estate recognise that the name Elvis is not exclusive.
“So, in an effort to Patch It Up, we’ve changed our names to highlight our Burning Love for the best grapefruit IPA out there. 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.”
Since launching in 2007, BrewDog has championed the independent craft beer scene, taking a stand against an industry dominated by mass-produced, poor excuses for beer. BrewDog is not Easy Come, Easy Go and has vowed to label this particular threat Return To Sender. Its cofounders took issue with the idea that a name could be confined to a single, late celebrity, and, to prove their commitment to this position, have undertaken the necessary paperwork to change their names legally to Elvis’ Watt & Dickie.
In a bid to highlight this misdirected assault, BrewDog is offering a free half pint of Elvis Juice IPA to any Elvis namesakes of legal drinking age this weekend. All Elvis are required to present a valid form of identification in any of BrewDog’s 28 UK bars.
Elvis Dickie added: “We would like to recommend that Presley’s Estate diverts its attention to another potential source of quick remuneration: a brewery that calls itself ‘The King’ of beer.”
Since hitting shelves earlier this year, Elvis Juice has lit up the bar in venues across Europe, rocketing to become one of BrewDog’s best-selling beers. The hard-hitting American IPA, which packs a pithy citrus punch, has driven beer geeks and newcomers to craft beer wild.
As the UK’s fastest growing food & drinks company, BrewDog currently has 47 bars and bottle shops, exports to 55 countries, and was recently named as the UK’s 10th fastest growing private business in the Sunday Times Fast Track 100. With the help of 50,000 craft beer crusaders, its innovative business model Equity For Punks has also taken more money through crowdfunding than any other business on record. The brewery recently announced that $2.5m has been raised to date in its latest crowdfunding round ‘Equity for Punks USA’ which launched in August.