Page 25 - BrewDog Case Study
P. 25
for not giving a shit about today’s ruling,” Watt commented
that BrewDog's products were bought by beer aficionados,
and, priced at a premium. Adding that, “if someone is going
to abuse alcohol, they will be the cheaper, mass market
beers that give drinkers "maximum bang for their buck".
2015
In 2015, BrewDog overhauled their manufacturing process
and began to brew most of their beers in cans, rather than
bottles.
2016
October 2016 saw Watt and Dickie legally change their
names to ‘Elvis’ in response to a notice they received from
the Elvis Presley’s estate that took unkindly to a BrewDog
beer called Elvis Juice.
“Here at BrewDog,” the company commented, “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.” (14 – BrewDog Blog)
