Scottish brewery BrewDog lost its battle to call one of its craft
beers “Elvis Juice” when the U.K. Intellectual Property Office
ruled that Elvis Presley’s estate still owns a trademark for “Elvis”
beer. BrewDog released the grapefruit IPA in 2015, and the U.K.
trademark owner, Authentic Brands Group, filed an infringement
notice. The administrative body determined that consumers were
likely to be confused by the names and that the average consumer
would assume that the beer was produced by the Presley estate.
See CNBC, July 12, 2017.


Issue 641

About The Author


For decades, manufacturers, distributors and retailers at every link in the food chain have come to Shook, Hardy & Bacon to partner with a legal team that understands the issues they face in today's evolving food production industry. Shook attorneys work with some of the world's largest food, beverage and agribusiness companies to establish preventative measures, conduct internal audits, develop public relations strategies, and advance tort reform initiatives.

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