[Edaily Reporter Kim Ji-woo ] CU, a convenience store chain operated by BGF Retail(282330), will exclusively launch a dark beer created by world-renowned mixed martial arts fighter Conor McGregor in South Korea. This move is part of a strategy to expand its celebrity-collaboration alcoholic beverage lineup—which had previously focused on the music and entertainment sectors—into the sports sector.

CU announced on the 20th that it will release a limited edition of the premium dark beer “Forged Irish Stout.” Forged Irish Stout is a product launched under Conor McGregor’s name; it is an Irish dry stout produced in Dublin, Ireland. It is characterized by roasted flavors reminiscent of chocolate and coffee, a smooth texture, and a rich malty taste. The packaging features elements symbolic of Ireland, including McGregor’s signature, Celtic patterns, and an image of a blacksmith. It has an alcohol content of 4.2% and a volume of 440 mL.

CU is accepting pre-orders through its mobile app, Pocket CU, as well as Baemin and Daily Shot, until the 11th of next month. The price is 23,900 won for a pack of four cans. Customers who place a pre-order can pick up their purchase at a designated CU store starting September 3. A giveaway event is also being held for pre-order customers, offering prizes such as a Conor McGregor autographed jersey, backpack, and T-shirt.

Starting in early September, the product will also be available in limited quantities at select brick-and-mortar stores.

CU has been continuously expanding its lineup of collaborative alcoholic beverages with various celebrities—including famous artists and influencers—to strengthen its competitive edge in the alcoholic beverage market. This strategy goes beyond simply leveraging celebrities’ names; it incorporates their stories and content into the products to address fan-driven consumption trends and provide customers with new consumption experiences.

The company has garnered significant customer interest by successively launching highly talked-about collaborative alcoholic beverages, such as a highball created in partnership with G-Dragon, “Kissomak” with global cultural icon Eva Chau, a beer developed with YouTuber “Manager Matsuda,” and a collaborative wine with the girl band QWER.

Hwang Cheol-joong, MD of the Alcohol Team at BGF Retail, said, “In the recent alcohol market, there has been a growing trend toward consumption that seeks to experience not only the taste but also the stories and content associated with a brand,” adding, “We will continue to introduce distinctive alcoholic beverages created through collaborations with celebrities and IPs across various fields, including music, sports, and entertainment.”