You don’t have to like mixed martial arts to know who Conor McGregor is. Over his career, McGregor has not only beaten numerous opponents to or near to unconsciousness, but he has done so while headlining four out of the six highest-selling pay-per-view matches ever (including his boxing match with Floyd Mayweather, which drew over 4 million buyers). Outside of the octagon, he’s made a name for himself as an entrepreneur and philanthropist (among other things). Now, McGregor is taking his talents to a new realm by launching his own whiskey, Proper No. Twelve.
Produced by Eire Born Spirits, Proper No. Twelve is the result of a multiple-year-long project (originally named “Notorious” after McGregor himself) to create an Irish whiskey that McGregor felt was as good in a bottle as he is in the octagon. Over those years, McGregor worked with master distiller David Elder (formerly of Guinness) to nail down a recipe that would be a knockout punch.
“We created close to 100 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,” McGregor said in a statement.
The name of the whiskey is an ode, McGregor said, to his roots.
“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 12 is my hometown,” he said. “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.”
As for the whiskey itself, the brand describes it as a mix of grain and single malt whiskeys that are triple-distilled and bottled at 80 proof. Vanilla, honey, and toasted woods are the prominent flavors and aromas identified by the brand.
As we mentioned earlier, McGregor (when he’s not punching people in the face for money) is a philanthropist. The Proper No. Twelve brand has committed to donating $5 for every case sold (up to $1 million annually) to first responder organizations and charities. 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.
Proper No. Twelve is currently only available in Ireland and the United States, but the brand expands to increase distribution in 2019.
Need some other Irish whiskeys to bulk up your collection? Check out this list.
