Never ones to miss an amusing promotional opportunity – and this one is extra special – BrewDog founders Martin Dickie and James Watt have changed their names by deed poll to 'Elvis' during a legal spat with the Elvis Presley estate over their beer Elvis Juice.

Elvis Watt said, “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.”

In a further bid to highlight this misdirected assault, BrewDog is offered a free half pint of Elvis Juice IPA to any Elvis namesakes of legal drinking age in October 2016. All Elvis were required to present a valid form of identification in any of BrewDog’s 28 UK bars.

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