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BrewDog launches new alcohol-free beer - Elvis AF

Published: January 6, 2021
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The new BrewDog alcohol-free beer, Elvis AF, has all the flavours of its stronger sibling, but none of the alcohol.

The BrewDog team say that is has ' a chorus of orange and pine, loud citrus flavours a solid malt base foundation - it’s a must have to kick off your year.'

Prices for BrewDog Elvis AF start at £3.75 for a pack of four, and the new brew will join the brand's other alcohol-free beers such as Nanny State, Punk AF and Lost AF - which can be bought in bundles online.

When the original Elvis Juice launched, the BrewDog founders James Watt and Martin Dickie changed their names to Elvis after being threatened with legal action by Elvis Presley's estate.

The name of the beer didn’t go down well with the representatives of Elvis’ estate who told them they were infringing on the image rights of the legendary late singer.

James and Martin argued that the name Elvis was not exclusive and to make their point, they both legally changed their own monikers.

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Speaking at the time, James 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."

In late 2020 BrewDog lost the latest legal battle with Elvis Presley's estate after the EU Intellectual Property Office opposed its trademark application for its Elvis Juice beer.

This means that the company may have to change the name of the beer when selling in Europe.

The brewers kicked off the year by offering their bars as spaces in which to roll out the coronavirus vaccine, with co-founder James Watt tweeting Nicola Sturgeon and Matt Hancock.

Mr Watt tweeted: “Hi @MattHancock & @NicolaSturgeon. We would like to offer our closed @BrewDog venues to help with a quick roll out of the vaccine. For free.”

The chain which has bars in Aberdeen, Glasgow, Edinburgh, Dundee, Inverurie, Perth, Peterhead, St Andrews and Stirling as well as various other locations across the UK hopes to offer up its spaces as their ‘ace team’ are keen to help in the fight against the virus.

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Mr Watt added: “We have waiting areas, huge refrigerators, seperate rooms for vaccinations and an ace team who can help organise.

“We want to help.”

The business is now in talks with government about this, and may bring out a celebratory beer, with fans being asked to choose a name.

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Known for cake making, experimental jam recipes, Champagne and gin drinking (and the inability to cook Gnocchi), Rosalind writes for The Scotsman on all things food and drink related.

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