‘Elvis juice’ beer has The King’s estate all shook up

BREWDOG may be forced to change the name of its popular “Elvis Juice” beer after losing a legal battle with the estate of Elvis Presley.

The brewery launched its grapefruitflavoured IPA in 2015 with the product now generating annual sales of £6.4million in the UK alone.

Lawyers representing Elvis Presley’s estate took exception to the name and demanded it be changed. It came amid claims customers would believe the drink was endorsed by the late singer’s estate.

The Scottish company won the right to register the name “Brewdog Elvis Juice” as a trademark in the UK in 2018 but has been denied exclusive rights to the name in Europe, potentially jeopardising sales on the continent.

Although Elvis Presley died in 1977, his name and likeness have been trademarked by Elvis Presley Enterprises (EPE), which earns millions of dollars every year through a licensing programme that grants the right to manufacture and sell Elvis Presley merchandise worldwide.

EPE objected after Brewdog applied to register the name “Brewdog Elvis Juice” as a trademark for beers to be sold in European countries. The Elvis estate said the application overlapped with its registered trademark “Elvis”.

In a written decision, the European Union Intellectual Property Office said there was a “likelihood of confusion” between the trademarks as it upheld EPE’S submission. The brewery has been approached for comment.