BrewDog Names A Craft Beer ‘Elvis Juice,’ Presley Estate Sues

In response, each BrewDog co-founder legally changes name to ‘Elvis.’

James Watt and Martin Dickie, co-founders of irreverent Scottish craft brewery BrewDog, have legally changed their names by deed poll to Elvis. The move comes as the brewery faces legal action from theSuspicious Minds at an American musician’s estate, who are All Shook Up over BrewDog’s kick-ass grapefruit & blood orange IPA, Elvis Juice.



In response to this baseless litigation, BrewDog’s Big Boss Man has revealed that the grapefruit-infused American IPA has no connection to the famous Guitar Man. Driven by the celebration of amazing craft beer, and not by tending to the egos of late celebrities, Watt and Dickie’s latest move points out the need for A Little Less Conversation and more time enjoying their hoppy grapefruit-infused IPA.

Elvis Watt said, “We’re Caught In A Trap and suggest the grey-suited Hound Dogs at the Presley estate recognise that the name Elvis is not exclusive. So, in an effort to Patch It Up, we’ve changed our names to highlight our Burning Love for the best grapefruit IPA out there. From this point forward, Elvis Juice is named after us, the brewers formerly known as James and Martin. We may even file a case against Mr Presley for using our names on all his records without our written permission.”

Since launching in 2007, BrewDog has championed the independent craft beer scene, taking a stand against an industry dominated by mass-produced, poor excuses for beer. BrewDog is not Easy Come, Easy Go and has vowed to label this particular threat Return To Sender. Its cofounders took issue with the idea that a name could be confined to a single, late celebrity, and, to prove their commitment to this position, have undertaken the necessary paperwork to change their names legally to Elvis’ Watt & Dickie.


BrewDog co-founders James Watt (left), Martin Dickie legall change their names to Elvis.

In a further bid to highlight this misdirected assault, BrewDog is offering a free half pint of Elvis Juice IPA to any Elvis namesakes of legal drinking age this weekend. All Elvis are required to present a valid form of identification in any of BrewDog’s 28 UK bars.

Elvis Dickie added, “We would like to recommend that Presley’s Estate diverts its attention to another potential source of quick remuneration: a brewery that calls itself ‘The King’ of beer.”

Since hitting shelves earlier this year, Elvis Juice has lit up the bar in venues across Europe, rocketing to become one of BrewDog’s best-selling beers The hard-hitting American IPA, which packs a pithy citrus punch, has driven beer geeks and newcomers to craft beer wild. Available online and in all BrewDog bars, Watt and Dickie’s namesake IPA will continue its reign as The King of grapefruit IPAs.



As the UK’s fastest growing food & drinks company, BrewDog currently has 47 bars and bottle shops, exports to 55 countries, and was recently named as the UK’s 10th fastest growing private business in the Sunday Times Fast Track 100. With the help of 50,000 craft beer crusaders, its innovative business model Equity For Punks has also taken more money through crowdfunding than any other business on record. The brewery recently announced that $2.5m has been raised to date in its latest crowdfunding round, Equity for Punks USA, which launched in August.

What is BrewDog?

Since 2007 BrewDog has been on a mission to make other people as passionate about great craft beer as we are. From the Headliner series, which includes bold, uncompromising pack leaders like the flagship Punk IPA, to the Amplified range (beer, but turned up to 11), BrewDog creates beer that blows people’s minds and has kick-started a revolution.

Cofounders Elvis Watt and Elvis Dickie shook up the business world in 2010 with the launch of pioneering crowdfunding scheme Equity for Punks, an initiative that has seen the company raise £26m over four rounds, taking more money through crowdfunding than any other on record. The funds, and the army of punk shareholders (46,000) enabled the Scottish craft brewery to scale up without selling out.

With over 43 global bar launches, export into 55 countries, and a brand new brewery in Ohio opening in 2016, BrewDog continues to take the craft beer revolution stratospheric, whilst continuing to push the boundaries, invest in people, put the beer first, and champion other small breweries in its venues.


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