Irish MMA superstar Conor McGregor is less than three weeks away from fighting UFC lightweight champion Khabib Nurmagomedov in what is said to be the biggest fight in the history of UFC. But just three weeks shy of his return to the octagon, Conor McGregor has announced the launch of Proper No. Twelve Irish Whiskey, which is produced by McGregor’s own company Eire Born Spirits, which he is the founder, chairman and majority owner of the company.
Initially, the whiskey was supposed to be named Notorious but had to be changed following a trademark dispute. The firm said that the new Irish whiskey brand would be initially launched in Ireland and the US ahead of a wider international release next year.
“I come from a place called Crumlin, in Dublin 12,” McGregor said. “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.”
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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 🥃🇮🇪
After meeting with David Elder, esteemed master distiller, previously of Guinness, the duo worked together to create the perfect blend.
“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.
Conor McGregor said that his Whiskey brand is going to give other Irish brands a run for their money.
“Growing up on the streets of Dublin 12, I learned the values of loyalty and hard work,” he said. “I respect other Irish whiskeys, but I am coming in strong, with passion and purpose. I am the founder of this company, and I am going to give it my all.”