MMA fighter Conor McGregor has launched Proper No. Twelve, a blended Irish whiskey created with former Bushmills’ distillery manager David Elder.
For years, McGregor developed the brand under the project name “Notorious” through which came the foundation of what was to eventually become Proper No. Twelve. It became a longer and more complicated project than originally expected, so McGregor turned to the world’s oldest whiskey distillery, located in Ireland, with a proven history of quality whiskey making. He met David Elder, esteemed master distiller, previously of Guinness, and together they took painstaking measures to bring the whiskey to fruition. “We created close to one hundred 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,” said McGregor.
Proper No. Twelve’s global launch expression is a blend of the finest golden grain and single malt. It is produced in an area known for its rich soil and pure spring water. Proper No. Twelve is complex and sophisticated yet smooth and approachable with hints of vanilla, honey and toasted wood.
“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 twelve is my hometown,” said McGregor. “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,” he continued.
It is important to McGregor to give back in a meaningful way. First responders exemplify his core values and those of Proper No. Twelve – commitment, loyalty and community – a “ONE FOR ALL” mentality. “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. “I have great respect for these men and women.” The company has committed to donate $5 for every case sold to local first responder organizations/charities, up to $1 million annually. 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.
While Proper No. 12 will initially be sold exclusively across the US and Ireland, further expansion is planned in 2019.
As part of the brand’s ‘One For All’ initiative, US$5 from every case of Proper No. 12 sold – up to US$1million annually – will be donated to local community first responder organisations in the state or country the sales take place.
Proper No. 12 will be available for around US$25/ €35 from September 2018.
