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.
These losses were all recorded before the November 2024 civil guilty verdict for assaulting Nikita Hand which resulted in McGregor being removed as the face of Proper 12 whiskey, so business wasn’t booming even before “The Notorious” took that major loss in the public eye.
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?
Wtf?
This picture is fuckin hilarious
He should come out with his own type of coke - could call it “Lass KO”
“YOU’LL DEW WUT YER TOLD HAHAHAHAHA”
Proper 12 probably lost money too, you usually scale at a loss or break even in this type of play.
Any profit you make while scaling reduces growth and means your exit is smaller.
Forged stout will be gone in a couple years.
Guinness rules the stout industry. Murphys and caffreys are also better than forged.
I drink Guinness from time to time, its ok when you get it from a tin or on draught but a pint in Ireland or at a reputable Irish pub in London (like waxy o connors) is one of the best alcoholic beverages you can get imo.
Proper 12 is shit - the Irish equivalent of bells
I just looked it up and realized its a scam.
The 12 years aged thing?
Its called proper 12 because apparently where McGregor is from is dublin 12 or whatever.
But look at the bottle…
Its aged 3-4 years.
Thats misleading. 12 years is a common amount of time whiskeys are aged. Its not just chance they used it in the name. Its intentional.
McGregor sucker punching a random old guy because he didn’t want to try his whiskey was so fucking stupid and funny
I thought he called it ‘12’ because he KO’d Aldo in 12 seconds, but Google says that was 13 seconds.
He should find that guy and force him to try his beer
Oh yeah, a whisky buff may see that on the shelf and by it purely on the assumption its aged for 12 years.
I am far from a buff and go off taste, and it tastes like shit!