BrewDog Wins Right to Name Beer 'Elvis Juice'

The king is back, baby.

By Ethan L. Johns
January 29, 2018

Image: BrewDog

It was a lawsuit so heated, so inflammatory, so frankly ridiculous, that it drove two men to change their names to “Elvis.”

The Scottish brewery BrewDog has emerged victorious from a lawsuit that was filed against it back in 2016. The point of contention? Beginning in 2015, BrewDog had been brewin’ up a very special beer—an American IPA “with tart, pithy grapefruit peel”—that they named “Elvis Juice.”

So when the Elvis estate caught wind of this, they swooped in and ordered the branding to cease, believing that the beer would come off as an endorsement by the American King of Rock n’ Roll himself, Elvis Aaron Presley. In response, BrewDog co-founders James Watt and Martin Dickie legally changed their names to Elvis.

The ploy didn’t work, and the duo was slapped with a lawsuit, which they lost, and subsequently appealed. On appeal, BrewDog won, and gained the right to continue producing their Elvis Juice. Yum!

“We are psyched that common sense had held sway and we are good to go,” the company said in a victorious blog post. “BrewDog Elvis Juice rules the roost once more. So this weekend we are getting all shook up.”

To celebrate, the brewery is offering a free glass of Elvis Juice to anyone who shows up dressed as Elvis Presley at one of their UK, Barcelona, Brussels or Berlin locations.

So throw on those blue suede shoes and don’t be cruel; it’s now or never if you want a free glass of Elvis Juice.

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About Ethan L. Johns

Ethan is the Food News Writer at Genius Kitchen. An expert on the Parisian bistrot, he likes bitters and salted butters, and is no fan of dessert unless it's made with fruit. His hobbies include reading up on the history of borscht and attempting to roll perfect couscous by hand. Twits & Instagram @EthanLJohns