Demand drains stocks of McGregor’s Proper No. Twelve
Conor McGregor has apologised after his Proper No. Twelve blended Irish whiskey sold out in Ireland and the US.
Professional fighter McGregor launched Proper No. Twelve in September this year under his Eire Born Spirits company.
The whiskey, which is created at the Old Bushmills Distillery in partnership with distiller David Elder, pays homage to McGregor’s home neighbourhood of Crumlin, Dublin 12.
Since its launch, demand has “rapidly outpaced supply”, resulting in an “out-of-stock situation” after “hundreds of thousands” of bottles were sold. Bushmills initially bottled “what was estimated to be enough product for six months of sales in Ireland and the US”.
“Over the past weeks, I have had the honour to visit many of our key distributors, customers, bartenders and consumers in Ireland and the United States,” said McGregor.
“The feedback on our liquid and brand is outstanding and the support from people around the world has blown me away. I was thanking many and apologising at the same time for running out.
“I don’t usually see reason to apologise but in this case I want to take this chance to apologise to absolutely everyone for our out-of-stock situation. You have shown great support for Proper No. Twelve.”
McGregor added that there are plans to have stocks of Proper No. Twelve back in the US and Ireland in early December.
“We are producing many hundreds of thousands of bottles now,” he said. “We will ship via air instead of by sea to deliver in time for the holidays for the many loyal customers who are asking for Proper No. Twelve for celebrations and gifting.”
The brand will extend distribution to the UK, Australia, New Zealand, Russia and Canada, among others, in 2019. McGregor also confirmed that his team is “working on additional expressions for the future”.