Conor McGregor debuts Proper No. Twelve whiskey in Australia
Professional fighter Conor McGregor has launched his Proper No. Twelve Irish whiskey brand in Australia.
McGregor first launched Proper No. Twelve Irish whiskey in Ireland and the US in September last year. It experienced “record-breaking demand and sales” in its first six months on the market.
The move into the Australian market comes just weeks after the product made its debut in the UK.
“Today marks another great achievement for Proper No. Twelve,” said McGregor.
“Landing in Australia before St Paddy’s Day was my goal given the many thousands of requests we have had there since our Ireland, US and UK launches.
“As of today, we have shipped close to 200,000 nine-litre cases from the distillery, an incredible level but only the beginning for me and my Proper team!”
Proper No Twelve is due to extend distribution through Proximo Spirits to New Zealand, Russia and Canada, and more markets in 2019.
The brand’s social media @properwhiskey claims to be the top spirits handle in the world with more than 577,000 followers on Instagram.
The mixed martial arts champion 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.