Hospitality venues and retailers drop McGregor’s alcohol brands

Retailers and hospitality venues across Ireland have begun removing Conor McGregor’s alcohol products following the conclusion of a High Court civil trial.

The MMA fighter was found guilty of sexually assaulting a woman and ordered to pay over £200,000 in damages. McGregor has announced plans to appeal the verdict, but the decision has already had a significant impact on his business ventures.

In Northern Ireland, Top Blade steakhouse, which operates in Belfast and Portadown, confirmed to Sunday Life it will no longer serve McGregor’s Forged Irish Stout. The popular Belfast bar Filthy McNastys is also taking steps to distance itself, with The Irish News reporting that the venue is in the process of removing a mural of McGregor from its premises.

Major retailers have followed suit. Musgrave, which operates supermarket chains including SuperValu, Centra, Mace, and Daybreak, announced that it has removed Proper No. Twelve Whiskey and Forged Irish Stout from sale across its stores on the island of Ireland. In a statement to NR, Tesco also confirmed it is “removing Proper No. Twelve Whiskey from sale in Tesco stores and online.”

Other retailers are understood to be making similar moves as public reaction to the verdict continues to grow. The removal of McGregor’s products from shelves and hospitality menus represents a significant shift, as businesses distance themselves from the fighter in light of the trial’s outcome.

The verdict, which concluded with a jury finding McGregor guilty of sexual assault, has drawn widespread attention. While McGregor has denied the allegations and instructed his legal team to appeal, the response from retailers and hospitality venues suggests a growing reluctance to be associated with the fighter’s brand.

This decision marks a major development for McGregor, whose alcohol products, particularly Proper No. Twelve Whiskey, have been a central part of his ventures outside the octagon.

Proximo have chosen to distance themselves from McGregor following the high profile case and have released a short statement regarding their decision: “Since 2021, Proximo Spirits has been the 100% owner of Proper No Twelve Irish Whiskey. Going forward, we do not plan to use Mr McGregor’s name and likeness in the marketing of the brand.”