Conor McGregor lost his sexual assault civil case late last week and will be forced to pay the victim upward of $260,000. The former UFC two-division champion is expected to appeal the jury’s ruling, claiming the “kangaroo court” failed to give him a fair shake, but the damage may already be done.

At least in terms of his public image.

In addition to yesterday’s news that IO Interactive was pulling the “Notorious” likeness from all “Hitman” video game content, The Currency reports that Irish retail giant Musgrave is delisting McGregor’s alcoholic beverages, Proper No. 12 and Forged Irish Stout. Musgrave owns Supervalu, Centra, Mace and Daybreak brands.

In addition, British multinational grocery and general merchandise retailer Tesco confirmed to Metro that it was in the process of removing McGregor’s booze brands from all retail outlets. It should be noted that McGregor sold off a majority of his Proper 12 control in a blockbuster deal back in early 2021.

McGregor’s Black Forge Inn was already in trouble prior to the court verdict.

McGregor, 36, has remained the biggest star and top draw for UFC over the last decade, though “Notorious” has not competed since summer 2021. There is talk of having the ex-champ make his Octagon return at some point in late 2025; however, nothing is official at this time and there’s no guarantee McGregor will return at all.