The firm launched their grapefruit and blood orange Elvis Juice IPA in 2015 and they say it has become one of the company’s best-selling products. Could not subscribe, try again later Invalid Email 
 
 Scottish brewers BrewDog have lost a legal battle with the estate of Elvis Presley over the name of one of their beers. BrewDog co-founders James Watt and Martin Dickie responded by legally changing their names to Elvis to show that Presley wasn't the only Elvis out there. READ MORE: Why These Craft Brewers Legally Changed Their Names to Elvis 
 
 The Presley Estate balked at BrewDog's attempts to register 'Elvis' and 'Elvis Juice' as trademarks in the United Kingdom and, after a hearing, the Intellectual Property Office agreed. Trademark hearing officer Oliver Morris ruled: “I consider most average consumers, on seeing the name Elvis alone, are likely to conceptualise that on the basis of Elvis Presley.” 
 
 BrewDog, who are based in Ellon, Aberdeenshire, have been ordered to pay the Elvis estate’s £1500 costs in the case.
– A Scottish brewer has lost its battle to give a bestselling beer the same first name as one of the most popular musicians in history. Last week, the UK Intellectual Property Office ruled that BrewDog must change the name of its grapefruit-infused Elvis Juice IPA after attorneys for Elvis Presley Enterprises objected to the brewer applying to register "Elvis Juice" and "Brewdog Elvis Juice" as trademarks, the Daily Record reports. The Scottish brewers launched the IPA in 2015 and it quickly became a bestseller. Not long after, however, attorneys for the Presley estate sent them a copyright infringement notice. In response, BrewDog co-founders James Watt and Martin Dickie legally changed their first names to "Elvis" in October 2016. "There isn't just one single person in the world called Elvis, so we added two more to make a point," Watt told Munchies at the time. Despite those efforts, hearing officer Oliver Morris ruled last week against the brewers, saying, "On the basis that Elvis is a relatively uncommon name, and given that Mr. Presley is the most famous of Elvises, I consider that most average consumers, on seeing the name Elvis alone, are likely to conceptualize that on the basis of Elvis Presley." In addition to losing the name of one of its most popular products, BrewDog must also pay the Presley estate $1,934 in court costs. (Read: Priscilla Presley on why she left Elvis.)