Tucker Carlson’s ALP Brand Targets European Nicotine Market

Backed by political commentator Tucker Carlson and bolstered by a partnership with former UFC champion Conor McGregor, the U.S. nicotine pouch brand ALP is launching an aggressive expansion across 11 European markets this July, aiming to secure the position of the second-largest brand in the European Union by 2030.

Editorial·June 24, 2026·reads: 2,540

CEO Lorenzo De Plano confirmed the rollout, marking a significant international push for a company that currently holds a 2% share of the United States market. The strategy relies heavily on high-profile celebrity endorsements and a rapid scale-up of supply chain infrastructure to meet projected demand.

To support this growth, the company has ramped up its manufacturing operations significantly. Management anticipates reaching a production capacity of 50 million units by 2027 to satisfy the requirements of its new European footprint.