Conor McGregor is currently juggling two challenges. He is gearing up for his upcoming fight against Michael Chandler at UFC 303 on June 29th while also setting his sights on carving out a slice of the 10.64 billion dollar stout market with his Forged Irish Stout, riding on the coattails of his successful Proper 12 whiskey venture. This has pitted him directly against the long-standing stout giant, Guinness.
McGregor has chosen to engage in some social media sparring, particularly within the Guinness Community group on Facebook, where he has not held back in his criticisms. He has called out Guinness for hiking up prices and even went as far as accusing Arthur Guinness of espionage for a foreign entity. McGregor boldly proclaimed Forged Stout as the drink for the everyday person and has thrown down the gauntlet to challenge Guinness’ stronghold in the market.
Even though Guinness is deeply woven into Irish heritage, McGregor’s bold tactics have sparked interest and controversy. By stoking a feud with Guinness, McGregor is drumming up awareness for his latest offering and integrating it into his broader brand strategy in the lead-up to his UFC bout.
While some may brush off McGregor’s stout offering as subpar, the buzz surrounding his feud with Guinness is serving as effective publicity. McGregor views the clash with Guinness as a prime opportunity to firmly establish Forged Irish Stout in the market and cement his financial success in the process.
