BrewDog launched the IPA in 2015 and was later contacted by Authentic Brands Group (ABG), the company that manages Presley’s name and events, which took legal action to stop it from using Elvis’ name. BrewDog’s owners, in a move to prove the name is not exclusive to the singer, both changed their names to “Elvis.”
Despite the unique name change, the UKIPO ruled in favor of ABG, stating there was a likelihood of confusion between the beer and the iconic singer. That decision was recently overturned by an appeals court, which wrote: "Put simply, the common element of Elvis is not enough on its own to make consumers think there is a link between the mark Elvis and Brewdog Elvis Juice."
You might recall from our earlier T+B posts on Forbes’ ranking of dead celebrity earnings, that the Presley estate regularly appears near the top of the list. In 2017, Presley ranked #4, earning $35 million.
And if you’re wondering how BrewDog celebrated its victory, the company gave a free drink to anyone who visited one of its bars dressed as Elvis.