ELVIS HAS LEFT THE BREWERY

Beer firm lose court case over product name

SCOTTISH brewers BrewDog have lost a legal battle with the estate of Elvis Presley over the name of one of their beers.

The firm launched their grapefruit and blood orange Elvis Juice IPA in 2015 and they say it has become one of the company’s best-selling products.

However, they were contacted by lawyers from The King’s estate who demanded they change the name. In response, James Watt and Martin Dickie, founders of BrewDog, changed their names by deed poll to Elvis in a bid to prove the name was not exclusive.

Elvis, who died in 1977, had his name and likeness trademarked by Elvis Presley Enterprises, who earn millions of dollars through a licensing programme that grants the right to manufacture and sell Elvis merchandise worldwide.

They objected after BrewDog applied to register “Elvis Juice” and “Brewdog Elvis Juice” as trademarks.

The Elvis estate said people could mistakenly believe the beer was endorsed by them.

Now the UK Intellectual Property Office have found in favour of the Elvis estate after a hearing. Trademark hearing officer Oliver Morris ruled: “I consider most average consumers, on seeing the name Elvis alone, are likely to conceptualise that on the basis of Elvis Presley.”

BrewDog, who are based in Ellon, Aberdeenshire, have been ordered to pay the Elvis estate’s £1500 costs in the case.