“I make so much money you can swim in it,” Conor McGregor bragged on his Instagram story, hyping up his latest business venture, Greenback Records. Classic ‘Mystic Mac’ flashing wealth like a championship belt. But is McGregor living in a delusion, or is this actually the secret to success? Ignore the troubles, flex like a billionaire, and hope no one notices the empire crumbling around you?

Because, let’s be honest, reality is painting a very different picture. McGregor’s Forged Irish Stout is in freefall, bleeding millions, and losing shelf space in major retailers. And now, in an audacious move, he’s taken aim at Guinness, the $2.59 billion titan of Irish beer, calling them “greedy, rip-off b——s” who do “f— all” for publicans.

In a fiery Instagram rant, McGregor accused Guinness of hiking prices “unfoundedly” and deliberately stealing customers from local pubs with exclusive storehouse events. “How people tolerate greed in their lives, and from greedy multinational corporations of all things, is just beyond me,” McGregor wrote. “Guinness are just greedy, rip-off b—— at this stage. They do f— all for publicans and the public but hike prices unfoundedly and even actively and purposely take custom from publicans with their storehouse events on significant pub days on the calendar. It would be akin to me opening up mega gyms all around my coaches’ gyms who supported me and built me up. It’s wrong! It’s on the public to see this. Most are just asleep,” he fumed. But while McGregor is busy throwing jabs at Guinness, his own business is getting battered worse than his leg in the Poirier fight.

Let’s talk numbers. Guinness isn’t just a household name, it’s a global juggernaut. In the United States alone, Guinness Draught generated approximately $60 million in sales in 2017, while Guinness Extra Stout brought in another $32 million, according to Statista. The beer’s unique flavor profile, roasted malt, subtle bitterness, and hints of coffee and chocolate, continues to attract a diverse consumer base. Meanwhile, McGregor rants about Guinness being greedy, but the brand’s deep-rooted heritage and consistent market performance suggest otherwise. Meanwhile, Forged Irish Stout? Well, let’s just say “rising tide” McGregor spoke about is drowning his own ship.

Is Conor McGregor the last to realize his stout has sunk?

Conor McGregor’s empire has taken more financial punches than a fighter with no head movement. His Forged Irish Stout brand lost $5.6 million in 2023, with another $3.3 million slipping through the cracks in production costs. Debt? Nearly a million dollars. Supermarkets? Bailing faster than a corner throwing in the towel. Tesco, ASDA, and the UK’s biggest drinks distributor, LWC Drinks, have all cut ties, removing Forged from their shelves.

And it’s not just beer. His real estate firm, Emrajare Ltd, has racked up $6.2 million in losses, while the Black Forge Inn, his beloved pub, saw its own management company post a $2.4 million loss. Oh, and his video game deal with IO Interactive? Gone. So, with his business ventures tanking, his fans can only hope McGregor has a fallback plan in place.

If there’s one person who’s been in McGregor’s corner since day one, it’s Dee Devlin. She’s been there through the rise, the chaos, the legal battles, and now, the financial storm. But months ago, she quietly stepped down as secretary of McGregor Sports & Entertainment Ltd. Still a director, sure, but was this just a routine reshuffle, or is there an alarm being raised?

Publicly, Dee stands firm. She was by McGregor’s side at the courthouse during the Nikita Hand civil case, her unwavering support making headlines. But actions speak louder than Instagram captions. Is this a calculated exit strategy, or just business as usual? The Irishman, true to form, isn’t sweating any of it, at least not publicly. Another one of his Instagram flexes? A repost from Dee Devlin featuring Forged Stout’s declaration, “You think that’s it? We’ve only just begun!”  with the brand hemorrhaging money and retailers abandoning ship, is this optimism or outright denial?

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Meanwhile, Guinness isn’t losing sleep. Its sales are skyrocketing, its marketing is sharp, and its brand value is unmatched. McGregor might call them “rip-off,” but in reality, they’re just playing the game better.

So, what do you think? Is Conor McGregor’s empire on the verge of collapse, or does he have another miracle comeback in him? Will Forged Irish Stout survive the retail knockout, or is it time for McGregor to throw in the towel on the beer business? Let us know in the comments!