Conor McGregor brings Proper No. Twelve whiskey to UKBy Melita Kiely
After its sell-out success in Ireland and the US, Mixed Martial Arts (MMA) champion Conor McGregor has launched his Proper No. Twelve whiskey in the UK.
McGregor first launched Proper No. Twelve Irish whiskey in Ireland and the US in September last year. But demand “rapidly outpaced supply” and stock that was estimated to be enough for six months sold out in 10 days.
To remedy the situation, McGregor shipped 25,000 cases to the US before Christmas, which again “sold out within days”.
Bottled at 40% abv and priced at RRP €35 (US$29.99/ £30), Proximo Spirits will distribute Proper No. Twelve across the UK.
McGregor said: “Many ask where the name Proper No. Twelve comes from, and it has true meaning to me. I was born and bred in the Dublin suburb of Crumlin, Dublin 12 – thus Proper No. Twelve.
“My success can be traced from the lessons I learned growing up, the values of loyalty and hard work. Proper No. Twelve is who I am.
“I respect other whiskeys, but we are not here to just take part, we are here to take over.”
“My dream to be an entrepreneur is now realised and I could not be more proud. I am the founder and chairman of this company and I am going to give it my all.
“Entering the UK market continues my dream for Proper No. Twelve to become an iconic global brand. To the people of the UK, I say slaínte.”
Proper No. Twelve is due to extend distribution to Australia, New Zealand, Russia and Canada, and more markets in 2019.
The professional fighter had originally applied to register the trademark for his Irish whiskey brand under the name ‘Notorious’, but withdrew his application in September 2018 after facing opposition from the founder of Carlow Brewing Company.