Conor McGregor debuts Proper No. Twelve Irish whiskey
Mixed martial arts (MMA) fighter Conor McGregor has launched his first Irish whiskey, called Proper No. Twelve.
Launched under McGregor’s Eire Born Spirits company, the blended whiskey was created at the Old Bushmills Distillery in partnership with distiller David Elder, formerly of Guinness. It will make its debut in Ireland and the US this month (September), with further expansion planned for 2019.
The name, Proper No. Twelve, pays homage to McGregor’s home neighbourhood of Crumlin, Dublin 12.
Bottled at 40% abv, the expression is said to have notes of vanilla, honey and toasted wood. It will carry an RRP of up to €35 in Ireland and up to US$29.99 in the US.
Proximo Spirits has been appointed the global distribution partner of the brand.
McGregor, who is founder, chairman and majority owner of Eire Born Spirits, said: “Growing up on the streets of Dublin 12, I learned the values of loyalty and hard work. I respect other Irish whiskeys, but I am coming in strong, with passion and with purpose.”
Furthermore, McGregor has pledged to donate US$5 for every case of Proper No. Twelve sold to local first responder organisations and charities, up to the value of US$1 million annually.
“First responders al over the world are the unsung heroes who act with courage and answer the call of duty every day for people in need,” McGregor added. “I have great respect for these men and women.”
McGregor initially intended to launch the whiskey under the brand name Notorious, but faced trademark issues from the founder of Carlow Brewing Company, who owns the rights to a European trademark of the same name.
McGregor withdrew his trademark application for the Notorious Irish whiskey brand earlier this month.