Proper
Proper No. Twelve is an Irish whiskey brand founded by MMA fighter Conor McGregor in partnership with former Proximo Spirits executive Ken Austin. Launched in 2018, the whiskey is named after McGregor's hometown of Crumlin, Dublin 12, and aims to reflect the pride and heritage of Ireland. The whiskey is triple-distilled and aged in ex-bourbon barrels, offering a smooth and balanced profile with notes of vanilla, honey, and toasted wood.
Proper No. Twelve quickly gained popularity, leveraging McGregor's global fame and a robust marketing campaign. The brand has expanded its reach internationally and has released limited editions and gift sets. In 2021, McGregor and his partners sold their majority stake in the brand to Proximo Spirits, but McGregor remains involved in its promotion. Proper No. Twelve has become a significant player in the Irish whiskey market, appealing to both fans of McGregor and whiskey enthusiasts.
Proper No. Twelve Irish Whiskey
Proper No. Twelve Apple Irish Whiskey
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