BY HOLLY RIDDLE
Conor McGregor is internationally known for his prowess in the Octagon — but does the Ultimate Fighting Champion have what it takes to last as a newcomer on the historic, storied Irish whiskey scene? If the stellar reception Proper No. Twelve has received is any indication, absolutely.
Since launching in 2018, McGregor’s Proper No. Twelve Irish Whiskey has steadily grown in popularity. According to 2022 Neilson data and The Drinks Business, a global leading drinks trade publication, as of last year, Proper No. Twelve was expected to claim a spot as the second- most-popular Irish whiskey among U.S. consumers, while also ranking as the fastest-growing whiskey brand in the States.
If you were to talk to McGregor, though, it’s as if this success is of no surprise whatsoever.
Proper No. Twelve was expected to claim a spot as the second-most-popular Irish whiskey among U.S. consumers.
“I went about making my own Irish whiskey the same way I do everything in life. I prepare and I fight to get the best out of myself and others. I think I expected it to be easier than it was, but I know there is no substitute for hard work,” he said. “I assembled the best team in the industry and we went to the oldest licensed distillery on the isle of Ireland with a proven history of whiskey making to discuss a partnership. They agreed to join forces with us, and the rest is history.”
“We have witnessed one of the most successful launches the spirits industry has ever seen, and we will continue to work day and night to deliver the finest Irish whiskey to all corners of the earth,” he added.
For those who have yet to try it (and those individuals may be few!), Proper No. Twelve is a blend of grain and fine single malt, triple distilled and aged four years in bourbon barrels. It’s suitable for drinking neat, on the rocks, or in a cocktail. It features a strong vanilla profile with a sweet floral grain, and finishes off with honey and oak. Full-flavored yet subtle, smooth and approachable, this is a whiskey that existing Irish whiskey fans will appreciate, but that also makes an excellent introduction to the world of Irish whiskey for those who aren’t as familiar with this spirit’s charms.
“Don’t doubt the double champ and give it a try!” encouraged McGregor.
As for his favorite ways to drink Proper No. Twelve, McGregor “as a true Irishman” enjoys a Proper Neat with dinner, but also recommends a Proper & Ginger or Proper Old Fashioned. He also can’t deny the appeal of a Proper Irish Coffee on a late night or cold day.
Of course, as you might expect, McGregor is hardly resting on his laurels at the moment. Last month, he introduced new Proper No. Twelve Irish Apple. He said, “This revolutionary, liquid gold blends my Proper No. Twelve Irish Whiskey with notes of crisp and juicy Irish apple and is smooth to the core.”
Pick up a bottle of Proper No. Twelve or Proper No. Twelve Irish Apple and see what all the fuss is about for yourself. Additionally, watch out for Proper No. Twelve and McGregor in the Octagon later this year. “We have witnessed one of the most successful launches the spirits industry has ever seen.”