What's Happening
Conor McGregor has officially unveiled MAC Energy, a new functional beverage brand set to launch July 12. The reveal took place at the Beverage Forum in California on April 28, with McGregor confirming the product on X the same day.
Each can of MAC Energy contains 200mg of natural caffeine from PurCaf, 250mg of Cognizin Citicoline, and goBHB ketones, though the BHB dose has been listed at both 2g and 5g across different sources, including McGregor's own social posts. The drink is zero sugar and low in calories.
MAC Energy will launch with six flavors: Proper Punch, Forbidden Green Apple, Honey Cream Soda, Macberry Lemonade, Orange Creamsicle, and Blackbeary Lychee. McGregor has also stated that the BHB ketone formulation is patented.
The launch timing is aligned with International Fight Week and McGregor's expected return to the UFC in July, giving the brand a built-in cultural moment to anchor its rollout.
This is McGregor's third major beverage venture, following Proper No. Twelve Irish Whiskey, which sold a majority stake to Proximo Spirits for a reported $600 million in 2021, and Forged Irish Stout, which currently sponsors BKFC.
Why It Matters
The energy drink category is one of the most crowded spaces in CPG, with Red Bull, Monster, Celsius, Ghost, C4, Alani Nu, and Prime all competing for shelf and consumer attention. Most new entrants struggle to differentiate beyond caffeine levels, sugar content, or celebrity attachment.
MAC Energy's formula attempts to solve that by leading with ingredients that are still uncommon at the can level. Cognizin Citicoline is well established in the nootropic space and has clinical research supporting cognitive function and focus, but rarely appears in mainstream RTD energy drinks. BHB ketones as an energy source are an even bigger differentiator, with most ketone products living in pre-workout or supplement formats rather than canned beverages.
The risk is regulatory and education-related. BHB ketones at the doses being marketed have to clear labeling and compliance hurdles, and consumers will need to understand what ketones do in order for the differentiation to actually drive purchase decisions. Cans that lead with unfamiliar science can either become category-defining or fail to translate at retail.
Bigger Picture
Energy drinks are evolving from caffeine and sugar formulations into functional beverages that compete on focus, performance, and metabolic mechanisms.
MAC Energy reflects that shift, betting that consumers in 2026 want a smarter formula and a stronger story rather than just a stimulant. With McGregor's reach, his proven beverage track record, and a formula that genuinely stands apart from category leaders, the launch has a real chance to disrupt a market that has trended toward sameness.
Sources
Men's Fitness – https://www.mensfitness.com/news/conor-mcgregor-just-dropped-a-new-energy-drink-heres-what-we-know
Stack3d – https://www.stack3d.com/2026/04/conor-mcgregor-mac-energy.html
Dexerto – https://www.dexerto.com/food/conor-mcgregor-launches-mac-energy-drink-thats-unlike-any-other-3358800/
Irish Star – https://www.irishstar.com/sport/other-sports/mcgregor-copies-logan-paul-drink-37093015
Fight Sports – https://www.fightsports.tv/conor-mcgregors-latest-business-venture/