MVP, a pub in the Harold’s Cross suburb of Dublin, started selling a new beer earlier this month. It was a porter, made by Brewtonic, the “DIY-drinks” wing of an Irish entertainment/promotions/music company called Bodytonic, and it was named “13 Seconds” in honor of new undisputed UFC Featherweight champion Conor McGregor’s monumental knockout win over the long-reigning Jose Aldo at UFC 194. Like all things Notorious-related, the beer quickly went viral in the MMA universe.

Eager to learn more, Fightland reached out to Trev, the singularly-named head of Bodytonic (described, with McGregor-esque humbleness, in his official bio as “Bodytonic boss, visionary, very good looking, modest and not deluded, whatsoever”), to ask about the genesis of 13 Seconds, what makes the porter so Notorious, and what other fighters the company might like immortalize in hops. Trev responded with a flair that might make his fellow Irishman proud.

Has Brewtonic made any other themed beers like this in the past?

All the beers we've brewed so far have an element of fun and games to it, alongside a passion for brewing quality beer, or any other drink we make. 'Your Auld One's Amber Ale' was our first beer. Hoffman's Belgian Ale was named after the infamous Back Page Pub cat Brian Hoffman. Our most popular beer is our Hemp Ale called Sim Simma after our mates weekly reggae residency in Wigwam. There's no fixed theme or narrative.

How did you come up with the idea for a Conor McGregor beer?

We were brewing a porter for Christmas in November. There was much debate in the office over the name but after watching The Notorious One and his 13 second display, the name for the next beer was obvious. Plus, he won his fight in pretty much the same amount of time it takes to pour a pint of porter properly. Like Conor himself, it was destined to be.

What makes this particular beer McGregor-esque?

It goes down easy... just like Aldo.

Have you received any response from McGregor's camp about the beer?

We have not. Although if we brew anymore no doubt his accountants or Dana White will be in touch.

13 Seconds received a lot of attention from the MMA media, but what has the response been like from the people who have actually had it? How is it selling at MVP?

It's sold out, we've no more left. All the beers we brew sell out pretty fast, but this one sold out really fast. Not 13 seconds fast, more like 13 days. Still, good going. We won't be brewing anymore... Dana.

Has anyone tried to finish a pint faster than McGregor finished Aldo? Is this a challenge you'd recommend?

Good question. I don’t think anyone has, but now you mention it, that might be something we should try. I would wholeheartedly recommend that challenge.

Would you consider making beers in honor of other fighters in the future? If so, who? And what characteristics would these drinks have in common with their inspiration?

I don't think so, to be honest, by and large we pick our names from all sorts of random areas, so this one time seems enough. Maybe we could name one after Floyd Mayweather. We could put some poitin in it, which is an Irish distilled spirit drink. The beer could be colorless, nasty and nobody would like it.

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