BrewDog founders James Watt and Martin Dickie have legally changed their names to Elvis by deed poll after The Presley Estate threatened legal action over the brewery’s IPA, Elvis Juice.
Rather than being ‘All Shook Up’ over the threat of ‘Blue Suede sues’, the Scottish brewery’s bosses made a typical tongue-in-cheek response by legally changing their names to prove that ‘Elvis’ is not exclusive to the King of Rock ‘n’ Roll.
Elvis Watt said, “We’re ‘Caught In A Trap’ and suggest the grey-suited ‘Hound Dog’s’ 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.”
BrewDog launched its American grapefruit and blood orange pale ale earlier this year and says it is now one of the company’s best-selling products.
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.”
The brewery still has plenty of fans in the US though, as $2.5m has been raised so far in its latest crowdfunding round, Equity for Punks USA, which launched in August.