Brewdog Elvis Juice

BrewDog Elvis Juice, a grapefruit-infused IPA, launched in 2015, but was soon hit with a lawsuit from the Rock & Roll singer’s estate alleging it infringed on its trademark and requesting BrewDog change the name.

In reaction, BrewDog’s co-founders James Watt and Martin Dickie changed their first names to Elvis by deed poll in 2016 to demonstrate the lack of exclusivity of the name Elvis.

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After losing the trademark battle in 2017, BrewDog appealed, and last Thursday, the UKIPO ruled in its favour.

Since launching in 2015, BrewDog Elvis Juice has gone on to become the third best-selling craft beer in the UK, after BrewDog’s Punk IPA and Dead Pony Club.

BrewDog co-founder James Watt said: “This is a victory for common sense. It’s a triumph for all underdogs battling against corporate inflexibility and entrenched hubris.

"It’s a win for the thousands of beer drinkers across the world that have been refreshed by amazing craft beer, and have so passionately supported us over the last three years.