But now “Elvis Juice” looks likely to disappear, as BrewDog has lost the battle against Presley’s estate. Presley’s name and the official events associated with him such as “The Wonder of You” 2017 European live orchestra tour are managed by Authentic Brands Group (ABG), which also manages the usage rights of the Michael Jackson and Marilyn Monroe names among others.

The U.K.’s Intellectual Property Office has ruled in favor of Elvis trademark owner ABG EPE, and a spokesperson said in a statement emailed to CNBC: “We can confirm that the case was ruled in favor of the opponent, ABG EPE IP LLC, who own the ELVIS trade mark for goods which include beer. The hearing officer considered that there was a likelihood of (indirect) confusion between the names and that the average consumer will assume that the goods sold under the two applied for marks, came from the same (or related) undertaking as those sold under the trade mark ELVIS for beer.”

Globally, licensed properties are worth $251.7 billion, according to 2016 figures from industry body LIMA, and the sector includes everything from t-shirts to live events. Disney is the world’s most successful seller of licensed merchandise, with sales of more than $56 billion in 2016.

BrewDog and ABG did not immediately respond to a request for comment.

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