The founders of Scottish brewery Brewdog, James Watt and Martin Dickie, have both changed their first names to Elvis after being threatened with legal action by the Presley Estate. They legally changed their names to Elvis by deed poll after the the late singer's estate threatened legal action over their grapefruit and blood orange IPA, called Elvis Juice.
The pair argue that the name Elvis is not exclusive, and to prove this, they have legally changed their moniker.
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."
Elvis 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 launched the Elvis Juice IPA earlier this year and they say it has become one of the company's best-selling products.
The company was founded in 2007 and now has nearly 50 bars and bottle shops around the UK.
They postponed the launch of production at its new US headquarters, following a delay in the delivery of key equipment.