Conor McGregor isn’t just the most popular MMA fighter on the planet. The Notorious is also arguably the richest fighter in the sport. When it comes to wealth, McGregor doesn’t just rely on the paychecks he receives from Uncle Dana and the UFC, but instead has reinvested his career earnings into a myriad of various businesses.
One of McGregor’s businesses is Eire Born Spirits which is the maker of the Proper No. Twelve Irish Whiskey. Proper No. Twelve is one of the fastest-rising Irish whiskey brands in the world and has been making waves since its launch almost five years ago.
Let’s take a look at everything you need to know about McGregor’s Irish Whiskey:
History of Proper No. Twelve Whiskey Brand
Being the famous fighter that he is, McGregor was approached by several Irish whiskey makers over the years for an endorsement deal. But Conor didn’t simply want to become an ambassador for an Irish whiskey, he wanted to create his own brand.
Then on September 17, 2018, McGregor, Attar, and spirits industry entrepreneur Ken Austin launched the Proper No. Twelve Whiskey in collaboration with Proximo Spirits, Inc.
During its first two-and-a-half years of operation, the Proper No. Twelve brands shipped over 6 million bottles in eight different international markets. Its Instagram handle @properwhiskey is the most-followed social media account in the spirits industry.
In April 2021, The Proper No. Twelve founding team and Proximo announced they have entered into a long-term deal to continue their partnership on the Proper No. Twelve whiskey brand, solidifying its status as the fastest-growing whiskey brand in the world.
About the Proper No. Twelve Whiskey
Originally, McGregor said that he developed his whisky under the project name “Notorious,” but once he and his team came up with the product they decided to name it Proper No. Twelve to pay homage to the neighbourhood where the young Conor McGregor grew up – Crumlin in Dublin 12.
The whiskey is aged four years and McGregor said that his goal was not to create a grain-only product that lacked taste. According to him, the single malt whiskey adds ‘flavour and complexity’ to the grain, giving it its smooth taste. It is produced in an area that is known for its rich soil and pure spring water. McGregor added that the whisky is smooth and tasty, with hints of vanilla, honey, and toasted wood.
McGregor said that many told him that the bottle for his first product should be black or clear. But McGregor insisted on green, for obvious reasons. The whiskey bottle is also etched with the words “ SMOOTH IS FAST” which McGregor says is part of a Navy Seals motto and taken from the tattoo “Slow is smooth, Smooth is fast” etched on his body.