BrewDog All Shook Up over Elvis

BrewDog founders James Watt and Martin Dickie are now both known as Elvis as a result of changing their forenames by deed poll. The change is the result of complaints and threats of legal action in the United States – where the Scottish company is building a brewery -- by the Elvis Presley Estate over BrewDog’s beer Elvis Juice.

Lawyers acting for the estate complained of copyright infringement. BrewDog responded: “We don’t take kindly to petty pen-pushers attempting to make a fast buck by discrediting our good name under the guise of copyright infringement. Unfortunately, it appears the late Mr Presley’s estate has got itself All Shook Up over a little beer called Elvis Juice.

“We recently received a notice from lawyers at the Elvis Presley Estate that we are not allowed to call our blood orange and grapefruit-infused IPA ‘Elvis Juice’. We love Elvis Juice, the beer and the name, and our customers do too!

“So we have taken the only sensible and effective course of action to ease their Suspicious Minds. As of 4 October, our co-founders James and Martin have both legally changed their names to Elvis by deed poll. From now on they shall be known as Elvis Watt and Elvis Dickie.”