Nicotine pouches are currently the fastest-growing tobacco product, with ALP now preparing to compete across international markets and become the number two brand in the EU by 2030, its chief executive Lorenzo De Plano said. ALP’s international expansion comes just weeks after it signed a deal with MMA fighter Conor McGregor to drive its launch in Ireland and wider Europe, with the Dublin native featuring in a recently released ad campaign promoting its use. Speaking in May, ALP said the partnership came at a “pivotal
moment” for both the brand and McGregor, as anticipation builds around his return to MMA during International Fight Week in July. “ALP was built around a bold, unapologetic mindset, and there’s no one in combat sports who represents that spirit more authentically than Conor McGregor,” ALP’s director of partnerships said. “He’s become a global icon through relentless drive, confidence, and an ability to command attention both inside and outside the octagon.” Speaking on the collaboration, McGregor said he would work with ALP to fuel its
growth and reach new markets. “When it comes to quality, the notorious knows, it’s ALP,” McGregor said in a post on his Instagram this week, which he did not formally disclose as an ad. The video was shot in his native Crumlin Boxing Club in Dublin, with members of ALP flying out for the shoot. View this post on Instagram ALP will launch online sales in Ireland, the UK, Greece, Switzerland and Romania in July, followed by the Czech Republic, Poland, Portugal and Spain across
August and September, and Sweden and Denmark later this year. It will take longer for it to launch in stores, with Britain slated for 2027, its chief executive said. The brand’s CEO also said that it had signed up a manufacturer in Lithuania to produce 20m units in 2026 and 50m in 2027 and is currently in the process of securing deals with more suppliers.
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