Conor McGregor’s Forged Irish Stout lands major on-trade deal

UFC champion Conor McGregor’s Forged Irish Stout is now available in more than 500 bars and pubs in the UK as the drink’s reach continues to climb.

Forged Irish Stout, the drinks brand belonging to mixed martial arts (MMA) superstar Conor McGregor has significantly expanded its on-trade reach.

Until now the stout has only been stocked in The Black Forge Inn, Dublin, a premise owned by McGregor, but now it will be rolled out in bars and pubs across the UK thanks to a partnership with LWC.

The news follows Forged Irish Stout entering nearly 400 ASDA supermarkets earlier this year.

Described by the brand as “the smoothest, creamiest, and freshest stout that enthusiasts can experience” Forged Irish Stout is a blend of different malts, including pale malt, crystal malt, Irish malt, black malt, roasted barley, and wheat.

According to the champion, who held belts in both the Featherweight and Lightweight divisions, the unique combination of ingredients in his stout sets Forged firmly apart from others in the market.

“I am incredibly proud of what we have achieved with Forged Irish Stout. It is a testament to our commitment to quality and the exceptional craftsmanship that goes into every batch,” said Doug Leddin, Chief Marketing Officer at Forged Irish Stout.

“I’m thrilled to share our extraordinary stout with even more people through our expansion into more than 500 pubs and bars across the UK, with enormous credit and thanks to our partnership with LWC Drinks.”

LWC is the UK’s largest independent drinks wholesaler, chaired by Robin Gray. LWC also owns the Dorbiere Pub Group, a fleet of 43 pubs across the North West, Midlands and North East of England.

Other stout brands among LWC’s portfolio include Brennan’s Irish Stout, BrewDog Black Heart, Camden Stout and Guinness.

This year, Forged Irish Stout’s “UK takeover” saw images of McGregor projected onto the Angel of the North, The White Cliffs of Dover and various locations in Edinburgh, Glasgow and London as part of a marketing campaign that includes touring ad vans, social media promotion, influencer partnerships and event promotion.

The UFC champ’s stout has also been the official drinks partner of a number of high-profile live boxing events via an agreement with Matchroom, including the biggest women’s bout in history last year.

Forged is the latest product in McGregor’s expanding drinks empire, which also includes Proper No. 12 Irish Whiskey, which in 2021 was on track to become the second biggest Irish whiskey in the US market. That same year, Proximo Spirits acquired a majority stake in the whiskey brand for a reported US$600 million, with McGregor remaining a stakeholder.