We know this news broke but a few weeks ago… but there’s always time for Conor McGregor!
Eire Born Spirits recently announced the launch ofThe Mixed Martial Arts (MMA) Champion’s Proper No. Twelve Irish Whiskey. McGregor will serve as its founder, chairman and majority. Proper No. Twelve recently launched in Ireland and the United States, with further expansion expected in 2019.
Several Irish Whiskey brands sought McGregor’s endorsement over the years, but he did not want to simply endorse one. Inspired by his pride for Ireland and his love of Irish whiskey, McGregor wanted to create his own that would match his high standards and make his country proud.
For years, McGregor developed the brand under the project name “Notorious”, an homage to his nickname, through which came the foundation of what was to eventually become Proper No. Twelve. McGregor worked with the world’s oldest whiskey distillery, located in Ireland, with a proven history of quality whiskey making. He met David Elder, an esteemed master distiller, and together they brought the whiskey to fruition. “We created close to one hundred blends and ultimately selected what we knew was the one and only proper whiskey blend. We took the time to develop an incredible whiskey and I’m excited to share it with the world,” said McGregor.
Proper No. Twelve is complex and sophisticated yet smooth and approachable with hints of vanilla, honey and toasted wood.
“I come from a place called Crumlin, in Dublin 12. It’s a place dear to my heart. It’s where I learned how to fight; it made me who I am today. It’s a place I’m still very much a part of every single day of my life. So, that’s where the name came from. It’s proper Irish whiskey and twelve is my hometown,” said McGregor. “Growing up on the streets of Dublin 12, I learned the values of loyalty and hard work. I respect other Irish whiskeys, but I am coming in strong, with passion and with purpose. I am the founder of this company and I am going to give it my all,” he continued.
It is important to McGregor to give back in a meaningful way, and he’s chosen to do so via first responders as they stand for his core values and those of Proper No. Twelve – commitment, loyalty and community. The company has committed to donate $5 for every case sold to local first responder organizations/charities, up to $1 million annually. The organizations/charities will be identified for each state and country around the world and donations will go directly to specific states and countries where sales take place.
