News Analysis: Beer’s got the trademark blues


News Analysis: Beer’s got the trademark blues

Leszek Czerwonka /

In October, beer producer BrewDog went public with an IP complaint filed by Elvis Presley’s estate, and its owners even legally changed their names to incorporate ‘Elvis’. Was this a smart move, and should it be replicated by others? WIPR investigates.

BrewDog was founded in 2007 in Scotland by James Watt and Martin Dickie. Their mission “was to make other people as passionate about great craft beer as we are”.

The co-founders said in a statement in October that they had received a notice from the lawyers of Elvis Presley’s estate stating that the brewery was not allowed to call its blood orange and grapefruit-infused IPA ‘Elvis Juice’.

“Here at BrewDog, we don’t take too kindly to petty pen-pushers attempting to make a fast buck by discrediting our good name under the guise of copyright infringement,” they said, although the claim seems to be for trademark infringement.

BrewDog, Elvis Presley, trademark, IPA, beer, UK Intellectual Property Office, ABG EPE IP, trademark, public relations,