Conor McGregor was back in full showman mode today, toasting Forged Irish Stout’s next big push into Eastern Europe. The announcement video, complete with his signature grin and confidence, portrayed an image of unstoppable momentum. But despite the excitement around the expansion, the timing has raised eyebrows.

Why? Because it comes only weeks after McGregor’s stout company made headlines in Ireland for a string of debt-related court battles.

Conor McGregor’s bold expansion pushes Forged Irish Stout into new markets

Conor McGregor’s most recent venture update came in the form of a promotional video featuring Wazgen A. Shirwanyan, the exclusive distributor of Forged Irish Stout in Eastern Europe. “Armenia, it’s ‘The Notorious’ Conor McGregor giving you a mega-announcement that Forged Irish Stout is coming your way soon, the world’s creamiest stout in Armenia,” McGregor said, oozing the charisma that built his global brand.

The message was clear: the UFC star is trying to establish himself as an international heavyweight, even as the business faces challenges at home. Shirwanyan, a well-known distributor with experience across the region, stated that Forged Irish Stout will soon be available in Armenia, Belarus, Georgia, Latvia, and Russia. His involvement is a critical step in McGregor’s strategy to expand his influence outside Western Europe.

In a market that values imported luxury beers, Forged Irish Stout hopes to establish its own niche by leveraging McGregor’s global image and the appeal of Irish craftsmanship—a combination that has already won over fans in the United Kingdom and Ireland. Shirwanyan captioned the video: “Proud to represent Forged Irish Stout across 11 countries. Extremely grateful for the trust, the journey, and the incredible support. Cheers.”

The message conveyed both ambition and loyalty, which have come to define the former UFC double champion’s partnerships. For him, the move means more than just distribution; it is an opportunity to reinforce his brand’s relevance in the face of public scrutiny. The expansion into these new markets may help Forged Irish Stout regain momentum and visibility at a time when the headlines have not been so kind.

Conor McGregor‘s expansion push could potentially be part of a bigger recovery plan. With competition tightening in Ireland, expanding into new places might diversify Forged’s earnings and protect it from domestic turbulence. The timing, while seemingly fortuitous, may serve a dual purpose: reigniting interest abroad while diverting attention away from ongoing legal battles. Classic ‘Notorious’: face adversity head-on and sell confidence louder than controversy. But beneath the fanfare, Forged Irish Stout’s brewing troubles are far from over.

Forged Irish Stout’s legal troubles continue to brew

Behind the aggressive marketing is a corporation that is still finding its footing. Forged Stout Production Limited, the company that produces Forged Irish Stout, is facing a new High Court lawsuit under Ireland’s Companies Act 2014. Details are unclear, but the documents indicate a difficult period for one of McGregor’s most public ventures. The latest case adds to a string of setbacks that began earlier this year.

In September, Forged Stout lost a legal battle with brewing equipment manufacturer Spectac International over an unpaid €9,173 bill. Shortly after, Italian supplier Enterprise Tondelli and Irish malt maker Minch Malt filed separate claims totaling approximately €243,557 ($263,000 USD). Minch Malt’s share alone is valued at €207,000 ($223,000 USD), highlighting the company’s mounting debt.

By the end of 2023, Forged Stout’s net liabilities exceeded €3 million, in stark contrast to its bold public image. The tension heightened with Conor McGregor’s civil court defeat in November 2024, which harmed both his reputation and sales. Now, as ‘The Notorious’ pushes for an ambitious global rollout, critics suggest it’s less about growth and more about survival.

For a fighter who has built his career on comebacks, Conor McGregor’s next big test may come outside the Octagon, within the confines of Ireland’s legal system. His charisma can sell a beer and fill an arena, but whether it will reverse the flow of growing debts remains to be seen. The fight for Forged Irish Stout’s future has just begun.