Stories
Whisky is a passion to explore. From the history of the spirit to the evolution of the industry, the story of whisky helps fuel that passion. Often, it’s easy to forget that whisky is also a global multibillion dollar industry. The stories of whisky — from news and new releases to in-depth inquires and what goes on behind the label — blend together to help us appreciate the spirit of whisky.
Proper No. Twelve Whiskey Cutting Ties with Conor McGregor
Proximo Spirits, the owners of the Proper No. Twelve Irish Whiskey brand, is cutting ties with the brand’s founder and spokesman, MMA fighter Conor McGregor. The move comes in the wake of last week’s verdict in a Dublin court finding McGregor liable for sexual assault in connection with an incident at a Dublin hotel.
In a statement, a Proximo Spirits spokesperson said “since 2021, Proximo Spirits has been the 100% owner of Proper No. Twelve Irish Whiskey. Going forward, we do not plan to use Mr. McGregor’s name and likeness in the marketing of the brand.” Proximo is the U.S.-based spirits arm of Beclé, the Mexican owner of Jose Cuervo Tequila principally owned by the Beckmann family.
McGregor and his partners created the Proper No. Twelve brand in 2018 in a partnership with Proximo, which produces the whiskey at its Old Bushmills Distillery in County Antrim, Northern Ireland. In 2021, Proximo acquired Eire Born Spirits, the company McGregor set up to sell Proper No. Twelve, named for the Dublin neighborhood he grew up in. The relationship survived several legal scandals involving McGregor, but last week’s verdict prompted Tesco, SuperValu, and other Irish retailers to pull Proper No. Twelve from their shelves, according to The Irish Times.
The Proper No. Twelve brand has been one of the fastest-growing Irish Whiskey brands in the U.S. market, largely because of its ties to McGregor and his popularity among mixed martial arts fans.
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