Conor McGregor's Irish whiskey brand, Proper Twelve, gained popularity after being announced as a sponsor of UFC 229 on October 6 in Las Vegas.
Conor McGregor walked with his usual swagger to the small podium set in the silent, half-empty Radio Music Hall in New York. His right shoulder sported two UFC championship belts, while his left hand held a green bottle on its neck.
Before sitting on his chair, McGregor first placed the interesting bottle on the table with the utmost care. The glassware stood out; it joined only a pair of belts and a white nameplate on top of a black spacious table.
Conor McGregor brought both his belts, and brought a bottle of his Irish Whiskey. pic.twitter.com/pbG7dVKxpZ
— MMA History Today (@MMAHistoryToday) September 20, 2018
— Mike Allardyce (@mikedyce) September 20, 2018
It turned out that it was Irish whiskey from McGregor’s new Proper No. Twelve brand.
The bottle of whiskey played a minor part in the colorful press conference for UFC 229 on October 6, when McGregor will face current titleholder Khabib Nurmagomedov for the UFC Lightweight Championship in Las Vegas.
In between the fiery one-sided exchange between the two fighters, the outspoken McGregor managed to mention Proper Twelve. The Irish whiskey brand was confirmed as a sponsor of the fight, with its logo displayed at the octagon. At one point, McGregor even offered both Nurmagomedov and UFC President Dana White a drink of his new whiskey line.
— MMAFighting.com (@MMAFighting) September 20, 2018
Conor McGregor and Dana White take a shot of whiskey.
— Bryan Fonseca (@BryanFonsecaNY) September 20, 2018
The brand name came from Dublin 12 in Ireland where McGregor “learned how to fight” and “learned the values of loyalty and hard work.”
According to most reviews, Proper Twelve is a serious effort at entering the Irish whiskey market compared with superficial attempts by some celebrities.
Proper Twelve is blended and bottled in Bushmills, the oldest licensed brewery in Ireland. McGregor himself said that he decided the taste of his Irish whiskey brand after testing around 100 blends.
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Proud day! Today “Project Notorious” finally comes to life with the introduction of my new Irish Whiskey; Proper 12. I have spent a lifetime studying this craft under the tutelage of my late Grandfather on my mother’s side, Christopher “Jakes” Moore, and I have put just over 3 years into the making of this liquid alone. I introduce to you @ProperWhiskey! Proper Irish Whiskey, from a Proper Irish man! Born and bred in the Dublin suburb of Crumlin, Dublin 12. Proper Twelve is who I am. I wanted to make an Irish whiskey emblematic of Irish culture as a whole, and something that would showcase the great skill we possess of distilling the best Whiskey in the entire world. One of the many amazing skills we possess on this great island. Proper Twelve is crafted at Ireland’s oldest distillery. It is made with the Isle’s freshest spring water and finest golden grain and single malt – it is pure liquid gold! This is Ireland’s whiskey, and it is my gift to the world. Another proud announcement for me in this venture is that with each case we sell, my company will donate to the first responders in each district the case is sold in. This donation plan will be in operation all over the world. These are the men and women who run into buildings while everyone else is running out. They are our real life heroes – Proper Heroes I look forward to joining all of you in a PROPER salute soon. Sláinte 🥃🇮🇪
Whiskey expert Seaneen Sullivan wrote a review of Proper Twelve for local outlet Irish Times, where he described the Irish whiskey’s nose as sweet, the palate “incredibly mild,” and the finish as strong “with the impression of charcoal.”
Sullivan, founder of Irish retailer L. Mulligan Whiskey Shop, added:
“[Proper Twelve is] an accessible whiskey, though not strongly flavoured, at an affordable price point, made by one of the island’s most respected distilleries. I expect this will end up being mixed or served over ice with something sweet.”
Proper Twelve was made available recently at the Dublin Airport and at Tesco outlets in Ireland, with an expansion seen for next year.