Renowned Mixed Martial Artist (MMA) Conor McGregor has, through the company he founded Eire Born Spirits, launched Proper No. Twelve to the Irish and US markets. Conor enjoys a massive social following and it will be interesting to see how the power of the McGregor brand influences the Irish whiskey market.
The name comes not from the age of the whiskey itself but from the Dublin 12 region where Conor comes from.
“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” says Conor.
A proportion of the sales will go to First responders charities.
“First responders all over the world are the unsung heroes who act with courage and answer the call of duty every day for people in need” McGregor commented.
The whiskey itself is a young blend most likely sourced from Bushmills. Bottled at 40% ABV and selling for €35.