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Why did Conor McGregor name his whiskey company Proper No. Twelve?

1 years ago By Sports Desk

Conor McGregor, widely regarded as the biggest superstar in MMA, has not only made a name for himself in the UFC octagon but has also achieved significant success as an entrepreneur. This article explores McGregor’s highly successful whiskey brand and delves into the origins of its name, shedding light on the reasons behind his choice.

Conor McGregor’s Proper No. Twelve

Among McGregor’s various business ventures, Proper No. Twelve Irish Whiskey stands out as the crown jewel of his empire. Launched in 2018, the brand quickly gained popularity and became a sought-after whiskey. The company’s logo prominently appears in the UFC octagon and at numerous boxing events, contributing to its rapid growth. Eire Born Spirits, a company co-owned by Conor McGregor, his manager Audie Attar, and spirits entrepreneur Ken Austin, owns the brand.

The Story Behind The Name

Proper No. Twelve carries deep personal significance for Conor McGregor. The name pays homage to McGregor’s hometown, Crumlin in Dublin, Ireland, specifically referencing his former address. Growing up in Crumlin, McGregor faced challenges and witnessed the struggles of his impoverished neighborhood. This upbringing became the catalyst for his drive to achieve greatness in the world of MMA and beyond.

The Legacy of Proper No. Twelve Irish Whiskey

Proper No. Twelve Irish Whiskey made an impressive impact in the market, reportedly shipping over 500,000 nine-liter cases (equivalent to over 6 million bottles) across eight markets within its first two and a half years of operation. This achievement positioned the brand as one of the largest in the world, trailing behind renowned whiskey brands such as Jameson, Tullamore Dew, and Bushmills.

The Sale

After nearly three years of successful sales, Conor McGregor and his business partners made the decision to sell their majority stake in Proper No. Twelve. Proximo Spirits, a company that already held a 49% stake in the Irish whiskey brand, became the buyer. The reported sale price reached an astonishing $600 million, further solidifying McGregor’s financial success.

This deal propelled Conor McGregor to the pinnacle of sporting achievement and established him as the most financially successful MMA fighter to date. In 2021, McGregor topped Forbes’ list of highest-earning athletes, earning an impressive $180 million, largely thanks to the immensely lucrative sale of the Proper No. Twelve Whiskey brand.

Conclusion

Conor McGregor’s business acumen is as remarkable as his skills in the ring. Through his partnership with long-term associates, he successfully established Proper No. Twelve Irish Whiskey, which ultimately led to a highly profitable sale benefiting all parties involved. The widespread popularity of Proper No. Twelve serves as a testament to McGregor’s professional accomplishments, and the brand remains his preferred choice of whiskey.

Watch a Proper No. Twelve commercial featuring Conor McGregor below:

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