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Proper No. Twelve donates $1.3m to charity
Conor McGregor’s Proper No. Twelve Irish whiskey has sold approximately 200,000 nine-litre cases in the US since it launched, allowing the brand to donate US$1.3 million to first responder charities worldwide.
Conor McGregor’s Proper No. Twelve Irish whiskey first launched in 2018
Mixed martial arts fighter McGregor first launched Proper No. Twelve in 2018, created in partnership with Audie Attar and business entrepreneur Ken Austin.
During its initial launch, the team pledged to donate US$5 from every case of Proper No. Twelve sold to first responder organisations until donations reached US$1m annually.
The brand will in fact donate US$1.3m to organisations globally, with US$1m going to the New York-headquartered Stephen Siller Tunnel to Towers Foundation in the US.
The foundation was established in memory of fire fighter Stephen Siller, who died trying to save people on 11 September 2001 following terrorist attacks on the twin towers of the World Trade Center in New York.
The money will be used to pay off mortgages for families of law enforcement officers and fire fighters across the US who were killed in the line of duty, and have young children.
Proper No. Twelve will reveal additional donations throughout March and April for first responder organisations in Ireland, Canada, the UK, Australia, Russia, Poland and South Africa.
‘True-life heroes’
McGregor said: “I am so grateful to the hardworking team at Proper No. Twelve, our distributors, retailers and pub owners, along with the millions of whiskey fans that have embraced the brand generating record sales.
“These sales enable us to make our first significant donation to such deserving families. First responders around the world are true-life heroes. They are the ones running into emergency situations.
“This has been a dream of ours since we started the business. Ken, Audie and I had bold ideas for the brand, and sales have surpassed all of our projections. We are so proud to partner with the Stephen Siller Tunnel to Towers Foundation to honour these proper heroes.
“The foundation’s goal is to ensure stability and security for these families facing sudden tragic loss. I hope to inspire my fans and all Proper Twelve drinkers to join me and support this worthwhile cause.”
Furthermore, McGregor has recorded a series of ‘public service announcements’ to encourage people to donate US$11 to the foundation. They will be broadcast on TV throughout the US.
Frank Siller, chairman and CEO of the Tunnel to Towers Foundation, said: “We are overjoyed to receive the donation from Conor McGregor and his team.
“We did not solicit their support – they approached us and have been nothing but generous, dedicated partners.
“Conor’s commitment to first responder families can serve as a role model for others. We are extremely grateful, and I know which whiskey we will be drinking this Paddy’s Day and beyond.”