LWC Drinks – the UK’s largest independent drinks wholesaler – has signed an exclusive distribution partnership with ‘Forged’, the highly acclaimed new stout brand created by UFC double champion Conor McGregor.
Following on from the brand’s impressive off-trade launch in August across selected Asda stores nationwide, under the new agreement LWC Drinks will have exclusivity over the distribution of Forged draught to the UK on-trade, driving both volume and reach for the authentic Irish stout brand.
Originally brewed in late 2020, Forged Irish Stout quickly gained popularity and became the number one Irish stout at McGregor's own establishment, The Black Forge Inn, located near his Dublin 12 residence. Outperforming its biggest rival week after week, Forged Irish Stout has now reached a pivotal point in its journey, with McGregor's recent acquisition of 30,000 sq. ft Dublin brewery enabling him to scale production and introduce his stout to a broader consumer base.
A smooth and creamy dark, roasted nitro stout, at 4.2% ABV ‘Forged’ offers up a meticulously crafted blend of the finest malts, barley and wheat, that does not compromise on flavour. From its silky mouthfeel to its rich roasted aroma with notes of coffee and hints of chocolate, the result is an unparalleled level of depth and complexity with every sip.
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 commented “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.
“LWC are a challenger distribution company and are on a very exciting path to the top and we are extremely happy to have aligned ourselves with them as we roll out across the UK.”
Forged draught will be available to the on-trade via LWC Drinks from the 9th October in a
30-litre Sankey Keg, supported by a range of premium Point of Sale and initial installation offers.
Contact your local depot or LWC account manager for more information https://www.lwc-drinks.co.uk/contact/