Conor McGregor’s follow-up to Proper 12 whiskey is not turning out to be a big money maker for the Irish sports star.
A new report from the Irish Independent claims that two companies involved in the production of Forged Irish Stout have amassed losses of €7.7 million euros, or $8.93 million US dollars, according to their abridged accounts public filings.
According to McGregor, though, it’s all just investment and he’s still confident he’ll knock out Guinness, the one major name in stouts, over the long run.
“LOL you bums aren’t thinking big enough. Again,” McGregor wrote in a since-deleted tweet. “I ‘LOST’ NOTHING. I INVESTED! Pay to play. Picture this. When it hits, this is a $20bn dollar a year category with only one player in the game. The whole category. ONE PLAYER. And that player is.. 1. A greedy grass, 2. A rip off merchant, 3. Poisoner of its custom (BOMBSHELL COMING).”
“Light work to the Mack!” he declared. “Wait and see the money I pump in to this. What’s a couple Ms to me?”
This isn’t the first time McGregor has fired strongly worded shots at Guinness. He previously accused founder Arthur Guinness of being a secret agent for the British during the Troubles. Now he’s claiming Guinness is somehow poisoning its customers?
McGregor is right about one thing: losing a few million to potentially break into the $20 billion stout industry isn’t the business failure many haters online would have you think. The Irish Independent even noted that Forged Stout’s 2025 is looking better than 2024 based on numerous partnership deals that have seen McGregor’s beer hit a load of international shelves.
Will Forged Stout catch on, or will it end up like most other stouts: a niche product scraping for a percentage of a percentage point against the juggernaut that is Guinness?
