Conor McGregor’s Proper No. Twelve whiskey joins US delivery platform

17th January, 2020 by Nicola Carruthers

Professional fighter Conor McGregor’s Proper No. Twelve Irish whiskey has become one of the first brands to sign up to a new service that allows independent drinks producers to sell directly to consumers in the US.

Conor McGregor’s Proper No Twelve whiskey will be available in 18 US states through Thirstie Access

Described as a first for the industry, Thirstie Access allows “independent alcohol brands to build, manage and grow online storefronts within 24 hours”.

Brands that have already signed up to the service include McGregor’s Irish whiskey Proper No. Twelve, Ten To One Rum and Ramona Organic Wine Spritzes.

“We couldn’t be more excited to launch our new turnkey solution with Proper No. Twelve, Ramona Organic Wine Spritzes and Ten To One Rum,” said Devaraj Southworth, CEO and co-founder of Thirstie.

“Our technology has created a trusted and compliant ecosystem for brands to interact with consumers more directly.”

McGregor first launched Proper No. Twelve Irish whiskey in Ireland and the US in September 2018. The brand has since expanded its availability to the UK, Australia, and Canada.

The platform will allow Proper No. Twelve to be able to sell and interact with consumers through its website – a first for the brand’s US customers.

The Irish whiskey will be available for delivery in California, New York, Kentucky, and 15 other US states, with further expansion set for early 2020.

“We have had tens of thousands of consumers in America alone coming to our website, attempting to purchase Proper No. Twelve” said Nicole Austin, marketing manager at Eire Born Spirits.

“Having a ‘buy now’ button on our site using the Thirstie Access technology will allow consumers to have bottles delivered directly to their homes ahead of the McGregor vs [Donald] Cerrone UFC fight on Saturday, January 18th.”

‘Democratise the alcohol industry’

Thirstie said it is “continuing to democratise the alcohol beverage industry by allowing independent alcohol companies to compete with marquee brands”.

Thirstie Access gives brands the opportunity to create customised storefronts using a drag-and-drop tool without a design or engineering resource.

In addition, the service provides companies with access to Thirstie’s API system integration, consumer data analytics and the full retail fulfilment network.

The US’s three-tier system for alcohol distribution “has made it difficult for alcohol brands to interface directly with its consumers” Thirstie said.

Thirstie has teamed up with retailers in nearly 50 US cities that deliver spirits, wine and beer on-demand, and offer scheduled delivery and shipping to consumers.

The company said that in the last two months it has enabled a number of brands to make more than US$3 million in sales.

Over the next few months, Thirstie Access will be used by an “extensive” number of drinks brands, including Tanteo Tequila, Corbin Cash Distillery, Balls Vodka, The Cotswolds Distillery, Oliverlane Whiskey, and Pinhook Bourbon.

In August last year, McGregor faced backlash after footage showed the fighter engaging in violence against a patron in an Irish pub.

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