ALP, a nicotine pouch brand co-owned by U.S. media personality Tucker Carlson and Turning Point Brands, plans to begin online sales in 11 European markets from July, CEO Lorenzo De Plano said in an interview. The company, which holds roughly a 2% share of the U.S. nicotine pouch market, is preparing an incremental launch schedule across the continent as it pursues an ambition to become the number two brand in the European Union by 2030.
De Plano described ALP as the fourth- or fifth-largest nicotine pouch label in the United States and emphasised the brand's growth trajectory as it moves beyond its domestic base. Nicotine pouches are a rapidly expanding tobacco category and are increasingly contributing to growth for large tobacco companies, with established products such as Zyn and Velo dominant in the U.S. market.
ALP’s planned rollout will be phased by market. Online availability will begin in Britain, Ireland, Greece, Switzerland and Romania in July. The company plans to follow with launches in the Czech Republic, Poland, Portugal and Spain across August and September, with Sweden and Denmark scheduled later in the year. Store-level distribution will take longer to establish; for example, the company expects a bricks-and-mortar presence in Britain in 2027.
To underpin its European supply, ALP has contracted a manufacturer in Lithuania and has arranged production volumes of 20 million units in 2026 and 50 million units in 2027. De Plano said the company is also working to secure additional manufacturing agreements to support its expansion plans.
Marketing support for the international push will include a recently announced partnership with former UFC world champion Conor McGregor, who will collaborate with ALP on a campaign designed to bolster the brand’s visibility as it enters new markets.
Market context
Competition in Europe is intensifying as incumbent brands expand their footprints. Industry forecasts referenced by executives anticipate significant regional market growth over the coming years. ALP’s U.S. foothold has been aided by its association with Carlson, an influential conservative media figure whose audience overlaps with a segment of the U.S. nicotine pouch consumer base. De Plano said that association has helped the brand gain traction in the largest global nicotine pouch market.
Company objectives
- Establish online sales across an initial set of 11 European markets beginning in July.
- Scale manufacturing through a Lithuanian partner to meet 2026 and 2027 volume targets, and secure further suppliers.
- Use marketing partnerships, including a campaign with Conor McGregor, to support international expansion and brand recognition.
The company’s stated strategic aim is clear: expand quickly from a small U.S. market share and pursue a top-tier position in the EU by 2030. How effectively ALP converts online availability into sustained retail distribution and market share remains to be seen as the rollout progresses.