The co-founders of BrewDog, one of the fastest-growing food and drink producers in Britain, may face legal action by the Elvis Presley Estate as they attempt to obtain trademark registration for “Elvis Juice” and “BREWDOG ELVIS JUICE”.

Earlier this year BrewDog launched “Elvis Juice”, accompanied by a media-effective “Grapefruit Pay” campaign, which offered the chance for consumers to pay for half a pint of BrewDog’s “Elvis Juice” in exchange for single grapefruit.

‘Elvis Juice’, which is sold in 32 BrewDog bars across the UK and overseas, was trademarked by the Scottish brewers in November 2015 at the UK Intellectual Property Office. However, the Elvis Presley Estate is the registered owner of the EU trademark “Elvis Presley” and subsequently opposed BrewDog’s UK trademark registration.

BrewDog extended their protection in March 2016 by registering a second trademark for ‘BrewDog Elvis Juice’, according to reports.

The co-founders of BrewDog reacted rather unconventionally when receiving the Elvis Presley Estate’s notice of opposition by legally changing their given names to “Elvis” by deed poll.

“Here at BrewDog, we don’t take too kindly to petty pen pushers attempting to make a fast buck by discrediting our good name under the guise of copyright infringement,” the duo have said.

“By the Elvis Presley Estate legal team’s logic, I am pretty sure we could even lodge a counter-complaint aimed at Presley himself for all the records he put out without Elvis Watt and Elvis Dickie’s permission!”

The lawyers of the Elvis Presley Estate are yet to respond to the comments.