Conor McGregor has withdrawn his application to register his 'Notorious' moniker as a trademark for selling whiskey and other drinks across Europe.
Last year, the Crumlin star's McGregor Sports and Entertainment Limited filed the application ahead of McGregor boasting after his Floyd Mayweather boxing fight that Notorious whiskey was "coming soon".
However, the firm has now withdrawn the trademark application at the European Union Intellectual Property Office (EUIPO) in Spain in the face of opposition from a Carlow brewer.
Last year, Carlow Brewing Company founder Seamus O'Hara objected to McGregor's firm registering the trademark.
Mr O'Hara had already registered the 'Notorious' brand in 2016.
His representatives told the EUIPO that his own trademark and the one proposed by McGregor's firm "cannot co-exist peacefully in the market".
Now, McGregor's firm has formally notified the EUIPO that it has withdrawn its application.
The EUIPO has told the firm to pay €620 in costs to Mr O'Hara.
McGregor - who has an estimated net worth of €85m - may now have to change the name of his planned whiskey unless he makes Mr O'Hara an offer he can't refuse to buy his 'Notorious' brand.
However, the move to withdraw the 'Notorious' application is not expected to impact on McGregor's plans to launch a whiskey here.
In a recent Instagram post - just days after the trademark application was withdrawn - the MMA fighter wrote: "Working hard at my whiskey distillery. It is, in my opinion, the finest distillery we have on this great island.
"We have the purest soil, with the freshest Irish spring water, and our golden Irish grain and malt is so golden…
"I respect Jameson, the current number one. But I am coming in strong. I am coming in passionate. I am coming to take over!"
He added: "We are producing nothing but liquid gold here. Proper liquid gold."
Mr O'Hara did not respond to a request for comment yesterday.