Forged Irish Stout has entered the wholesale channel after LWC Drinks secured an exclusive listing, following an off-trade launch with Asda earlier in the year.
Created by UFC fighter Conor McGregor, LWC will have exclusivity over the distribution of the product to the UK on-trade.
Lee Williams, beer & cider category manager for LWC Drinks commented: “We are incredibly excited to welcome Forged Irish Stout to LWC’s Signature Brands portfolio. Since Covid-19, we have seen unprecedented growth in stout within our own customer base and the wider market, and with consumers seeking out lighter, more sessionable alternatives, we feel there is significant opportunity for another premium contender to join the fold.
“LWC prides itself on customer service, and offering our customers new-to-market, exceptional quality products is a core part of this. Not only have the Forged team created a delicious, authentic Irish stout, but they’re also backing the brand with a really aggressive marketing strategy. We are confident that the quality of the product, combined with the strength of LWC’s national distribution network will put Forged firmly on the map, and we can’t wait to get started.”
Doug Leddin of Forged Irish Stout marketing and operations added: “It’s a truly exciting time for us at Forged. Conor has built an extremely successful career in the octagon and taken the whiskey world by storm and beat all records there, now we look to disrupt the stout category for the first time in the history of stout.
“We have the best brewers on board with Peter Mosley and Martin Kavannagh, backed up with an exciting management team in Dan Tighe and Iain Woods and we know we are on the road to success. No one has entered the stout category in the manner in which Conor is doing and being able to back up the hype with the creamiest tasting stout on the market is the perfect recipe for success.
Forged draught will be available to the on-trade via LWC Drinks from the 9thOctober in a 30 Litre Sankey Keg, supported by a range of premium Point of Sale and initial installation offers.