Paul O’Grady’s legal battle with the Liverpool brewery over calling an ale Savage

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Paul O’Grady has said he is “very suspicious” of any organization using his name without permission as he becomes embroiled in a trademark dispute with a Liverpool-based brewery over a beer called “Savage”.

A brewery is embroiled in a trademark dispute with TV’s Paul O’Grady for naming a beer after his alter ego Lily Savage.

Liverpool-based Dead Crafty Beer Company produced a “red, glittery” Bakewell Tart IPA called Savage to celebrate International Women’s Day.

The artwork featured a cartoon image of Lily, but a letter from a law firm warned she didn’t have permission to use it.

Paul said Lily Savage is a registered trademark.

He told the Mirror: “I wouldn’t mind if this brewery showed me the courtesy by asking me if they could use the name, especially when it comes to advertising alcohol.”

The brewery has rebranded the beer Salvaged, with profits going to an animal shelter, but For the Love of Dogs host Paul added: “I’m extremely suspicious of any organization using my name or any name associated with me without it my permission to collect uses funds for animal welfare organizations”.

“If they had any business sense at all, they would have asked to help with this so-called fundraising in the first place.

“I would love to see this brewery release a lager named after Mickey Mouse. Not only would Disney sue them, they would shut them down.”

London-based law firm Beck Greener sent a letter to the brewery warning that “the name and persona of Lily Savage” was created in the 1970s.

Lawyers said the brewery does not have permission to use the mark, adding, “Using it constitutes infringement.”

Brewery owner Vicky Morgan said she was “shocked” by the news, adding, “Even more so because we named her Savage because we were inspired by the character we loved.

“While we have the utmost respect for Paul O’Grady, his intellectual property and his reputation, we hope these actions will stop further legal action and help animals in need in Liverpool.”

Last year Paul, 66, said he would never play Lily again, adding he had “moved on”.

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