The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Brewdog Marketing

Brewdog bosses change first names to Elvis in legal dispute, uh-huh-huh


By John Glenday, Reporter

October 7, 2016 | 2 min read

Brewdog founders James Watt and Mark Dickie have chosen to change their first names to Elvis as part of an escalating legal battle with the estate of the late king of Rock ‘n’ Roll.

The move follows threatened legal action against the brewers ‘Elvis Juice’ IPA unless they ditched the ‘Elvis’ moniker but rather than comply they opted to change their own names by deed poll to the disputed title instead.

Watt explained: “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."

Dickie added: "We would like to recommend that the Presley Estate diverts its attention to another potential source of quick remuneration, a brewery that calls itself 'The King' of beer."

BrewDog has been expanding aggressively in recent years with America being the latest growth target fuelled by a planned US production plant.

Have a look at our list of the 10 best Brewdog marketing stunts.

Brewdog Marketing

More from Brewdog

View all


Industry insights

View all
Add your own content +