Conor McGregor expands range
Irish Mixed Martial Arts champion Conor McGregor has added an apple-flavoured expression to his Proper No. Twelve portfolio.
Boasting a golden colour, Proper No. Twelve Irish Apple is a blend of fine grain and single malt whiskeys that offers a crisp apple taste alongside notes of warm caramel, oak, and browned butter. It also offers a smooth finish on the palate.
“I’m thrilled to announce the release of Proper No. Twelve Irish Apple,” commented McGregor, who launched the brand with co-founders Audie Attar, Ken Austin, and parent company Proximo Spirits in 2018.
“This new product and its magnificent flavour profile will crush the competition.
“We have worked on this liquid for years and have combined my award-winning whiskey that my fans know and love with delicious notes of crisp and juicy Irish apple, with a smooth finish like no other.
“Proper No. Twelve Irish Apple is liquid gold and I’d never settle for less.”
Lander Otegui, chief marketing officer, Proximo Spirits, said: “Since its inception, Proper No. Twelve Irish Whiskey has grown into an industry leader, rivalling 100-year-old-plus competitors.
“Now, we’re looking to do it again with Proper Irish Apple, creating the new gold standard in the flavoured ‘whiskey’ category.”
The 35% ABV Proper No. Twelve Irish Apple is recommended served neat, on the rocks or in a cocktail.
It is available for purchase in the US at local retailers, or on Drizly and Reserve Bar for RRP US$24.99.
For each case of Proper No. Twelve sold, US$5 is donated to first responder organisations worldwide, adding up to US$1 million annually.
Co-founder Ken Austin added: “Our brand has seen huge success around the world since its launch. We will continue to parlay that success by giving back and supporting first responders around the world.
“To date, the brand has contributed US$1.9m to a variety of organisations, with more to come.”
Austin is also one of the founders of Teremana Tequila, alongside actor Dwayne ‘The Rock’ Johnson.
In 2021, Proper No. Twelve was sold to Jose Cuervo owner Becle in a deal worth up to US$600m.