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July 12,  2017   -   The Drinks Business  /  Elvis Express Radio
Back in October 2016, we ran a story about how EPE were making threats of legal action against a small UK brewery, "BREWDOG", for daring to name their latest alcoholic  
product, 'Elvis Juice'.

In a move of defiance and protest, the owners of Brewdog, James Watt and Martin Dickie legally changed both their names to Elvis, which we at Elvis Express Radio thought was a
fantastic and funny response to EPE's tyrannical demand that they and they alone own the name ELVIS?

Upon changing their names to Elvis the guys told the media, “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
Elvis Presley Enterprises for using our names on all his records without our written permission,”  LOL.

BrewDog, launched its grapefruit and blood orange brew ‘Elvis Juice IPA’ in 2015 and it has since become one of the brand’s bestsellers with a turnover of £1.9 million last year as
was revealed at the hearing.

Last year, however, Elvis Presley Enterprises which manages the name and likeness of the R
ock and Pop King, objected to BrewDog registering the names ‘Elvis Juice’ and
‘BrewDog Elvis Juice’ as trademarks. BrewDog’s defence rested on the notion that Elvis was a common name.

The UK Intellectual Property Office has not been so understanding however and, as reported by The Scotsman, found in favour of EPE at the start of this week.

Trademark hearing officer Oliver Morris, having first made the point that Elvis Presley is without doubt, “the most famous of all the Elvis',” he summed up: “I consider that there is a
likelihood of indirect confusion and that the average consumer will assume that the goods come from the same or a related undertaking.”

BrewDog was ordered to pay £1,500 in costs and will now have to change the name of the beer or apply to EPE for official permission to use the name

BrewDog has been contacted for comment.

See our original article on Elvis Juice

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