PR partners chosen to launch Conor McGregor’s Forged Irish Stout

Category: Agency News

By: Rich Leigh

Global superstar Conor McGregor and his team have chosen Rich Leigh’s Radioactive and Feilim Mac An Iomaire’s Splanc PR (that means ‘spark’ for non-Irish speakers) to launch Forged Irish Stout in the UK and Ireland.

Here’s a video to celebrate the announcement:


The retained relationship began with a surprise for Wrexham AFC fans this week at the iconic The Turf Pub, when they became the first punters outside of his Dublin establishment to sample McGregor’s new Nitro Irish Stout, Forged. A custom-designed Land Rover Defender was also there, complete with tap to serve over 1,000 pints to the locals.

Having been inspired by the team’s extraordinary march to the EFL, the first ever UFC two-weight champion deployed a team to quench the thirst of celebratory fans ahead of their victory over Yeovil to keep their automatic promotion dream alive.

In addition to donating all proceeds from the sale of the stout to the local Your Space autism charity, McGregor donated £10,000 from his Forged Irish Stout brand, to the cause which was presented to Wrexham star Paul Mullin who is a patron of the charity.

An additional £2,200 was raised from sales of the stout on the night which brought the total donations for Your Space Wales to £12,200.

Here’s how that went down:

Forged Irish Stout was first brewed in late 2020 and for the last number of years has been available exclusively in McGregor’s The Black Forge near his home in Dublin 12, where it has been the number one Irish Stout outselling the biggest rival week on week. Having scaled production through the purchase of his own brewery, the Irishman is set to take on the category on both sides of the Irish Sea and beyond with a major launch in the works for later this year in the UK, Ireland and North America. 

Feilim Mac An Iommaire (L) and Rich Leigh (R) sharing a couple of pints of Forged Irish Stout in The Black Forge Inn
Feilim Mac An Iommaire (L) and Rich Leigh (R) sharing a couple of pints of Forged Irish Stout in The Black Forge Inn

Doug Leddin, CMO at Forged Irish Stout said,

“We are excited to work with Splanc PR & Radioactive to bring Forged Irish Stout alive in both the UK and Ireland. Forged Irish Stout is a new to market product with big ambitions and no better duo to help us achieve the results we desire. We’re not here to take part, we are here to take over.”

Feilim Mac An Iomaire, founder of Dublin-based Splanc PR said,

“I’m absolutely buzzing to kick things off with the team at Forged Irish Stout, their ambition and disruptive nature make them a dream client and I can’t wait to raise some hell and plenty of glasses with them over the course of this partnership. 

“I’m also delighted to work with Rich again. I’ve always been a huge admirer of what he’s done at Radioactive and I’m looking forward to making a big splash for Forged on both sides of the Irish Sea.”

Rich Leigh, founder of Radioactive said,

“I bloody love Feilim. We’ve worked together in the past while he was at Paddy Power, and his creativity is undoubtable. So, when the opportunity came to get on a plane to Dublin to sample a pint or two with the Forged team, given the combined and obvious ambition, I don’t think I’ve ever put my shoes on quicker.

“We’ve got big plans for the next six months, and with our first activity together having been a resounding success, here’s to taking over. Sláinte.”

Forged Irish Stout will be available in ASDA stores nationwide across the UK come June.