The Notorious Conor McGregor Whiskey

Proper No. Twelve is more than just a commercial endeavor for Conor McGregor; it is a homage to his roots. The name “Proper No. Twelve” reflects the area code of Crumlin, Dublin 12, where McGregor grew up. This deep connection to his heritage is a fundamental aspect of the brand’s identity.

Conor McGregor collaborated with David Elder, a former distiller for Guinness, to create a whiskey that would embody his vision. After sampling over 100 blends, they crafted a unique recipe that became Proper No. Twelve. The whiskey is triple-distilled, a traditional method in Irish whiskey production, and aged in ex-bourbon barrels, which contribute to its smoothness and distinct flavor profile.

Proper No. Twelve Irish Whiskey is crafted from a blend of golden grain and single malt. It boasts a balanced, complex profile with notes that appeal to both seasoned whiskey enthusiasts and newcomers alike.

Available In:

United States

United Kingdom

Canada

Australia

Austria

Belgium

Czech Republic

Denmark

Finland

France

Germany

Ireland

Mexico

Netherlands

New Caledonia

New Zealand

Norway

Spain

Sweden

Switzerland

Main Ingredients

• Proper no. 12 whisky appears like bright golden hue that is inviting and vibrant
• Rich with vanilla sweetness, followed by honey and toasted wood. Subtle hints of green apple and pear provide a fresh, fruity undertone.
• Smooth and approachable with flavors of vanilla, honey, and hints of toasted oak. The sweetness of the grain complements the spiciness of the malt, creating a harmonious balance.
• Crisp and clean, with a lingering warmth that is slightly sweet and mildly spiced.

Market Impact

Since its launch, Proper No. Twelve has made significant inroads in the whiskey market. McGregor’s fame undoubtedly played a role in the initial buzz, but the whiskey’s quality and appeal have contributed to its sustained success. The brand reported selling hundreds of thousands of cases within its first year, surpassing expectations and solidifying its position as a notable player in the industry.

In March 2021, McGregor and his business partners sold a majority stake in Proper No. Twelve to Proximo Spirits, the global beverage giant behind brands like Bushmills and Jose Cuervo, in a deal reportedly worth up to $600 million. This acquisition has provided Proper No. Twelve with greater resources and distribution networks, propelling it to new heights.

 Brand Identity

Proper No. Twelve’s marketing strategy leverages McGregor’s star power while emphasizing its Irish roots and commitment to quality. The brand’s tagline, “One For All,” echoes McGregor’s message of inclusivity and community. Furthermore, McGregor has pledged to donate $5 for every case sold to first responder organizations worldwide, showcasing a commitment to philanthropy that resonates with many consumers.

Challenges and Criticisms

Despite its success, Proper No. Twelve has not been immune to criticism. Some whiskey purists have questioned its authenticity and flavor profile, suggesting that it lacks the complexity found in more established brands. However, Conor McGregor and his team have consistently emphasized that their goal was to create an approachable and enjoyable whiskey rather than to cater exclusively to connoisseurs.

The brand also faced challenges in meeting initial demand, leading to shortages in some markets. This was partly due to the rapid spike in popularity, driven by McGregor’s extensive fan base and effective marketing strategies.

Future Prospects

The future looks promising for Proper No. Twelve. With the backing of Proximo Spirits, the brand is poised for continued growth and expansion. Plans for new expressions and limited editions are in the works, which will cater to a wider range of tastes and preferences. Additionally, increased distribution channels will allow Proper No. Twelve to reach new markets, further establishing its global presence.

FAQs About Proper No.Twelve Irish Whiskey:

What is Proper No. Twelve Irish Whiskey?

Proper No. Twelve is an Irish whiskey brand founded by UFC star Conor McGregor in 2018. It is known for its smooth, balanced flavor profile and is crafted from a blend of golden grain and single malt.

Why is it called Proper No. Twelve?

The name “Proper No. Twelve” reflects McGregor’s roots, specifically the Dublin 12 postal district where he grew up. It symbolizes his connection to his hometown and heritage.

Who makes Proper No. Twelve Irish Whiskey?

Proper No. Twelve was developed by Conor McGregor in collaboration with David Elder, a former distiller for Guinness. The whiskey is produced in Ireland and is currently distributed by Proximo Spirits.

How is Proper No. Twelve made?

Proper No. Twelve is triple-distilled, a traditional method used in Irish whiskey production, and aged in ex-bourbon barrels. This process helps achieve its smooth and approachable flavor.

Is Proper No. Twelve a single malt whiskey?

No, Proper No. Twelve is a blended whiskey. It combines golden grain and single malt to create a balanced and versatile flavor profile.

How much does Proper No. Twelve cost?

The price of Proper No. Twelve varies depending on the region and retailer, but it typically ranges between $25 to $35 USD for a 750ml bottle.