Conor McGregor’s whiskey label is finally here

MMA champion Conor McGregor has finally launched his own Irish whiskey label after an intellectual property dispute forced him to backpedal on his original branding.

(Photo: Proper Twelve)

Proper No. Twelve Irish Whiskey, produced by Eire Born Spirits, is a blended Irish whiskey made by master distiller David Elderman. McGregor is the majority shareholder, CEO and chairman of the brand.

Formerly a brewer for Guinness, Elderman moved into spirits in 2015 by joining the distilling team at Belfast-based Old Bushmills, but was snapped up by McGregor last year to work on the boxer’s long-dreamt whiskey.

“Today “Project Notorious” finally comes to life with the introduction of my new Irish Whiskey; Proper 12,” the boxer said on Instagram.

“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.”

McGregor said the drink, which is being marketed as a premium spirit, will launch in the US and Ireland by the end of September, with further expansion planned for 2019 if sales are strong.

Proximo, which also works with Bushmills, Kraken rum and Boodles gin, has been named McGregor’s distribution partner, with a recommended retail price of around €35 in Ireland, and up to $29.99 in the USA.

The relaunch comes after McGregor withdrew his original trademark application for Irish whiskey brand “Notorious” last week, after facing opposition from the founder of Carlow Brewing Company.

McGregor applied for the Notorious trademark in July 2016.

Known for his outspoken personality, McGregor promoted the Notorious brand across his social media platforms, even using his post-fight UFC press conferences to plug the whiskey.

Seamus O’Hara, founder of the County Carlow-based brewer, has owned the rights to a European trademark of the same name since 2016. McGregor was ordered to pay €600 (US$697) to O‘Hara for representation costs and opposition fee, but the boxer showed no intention of bowing out of the spirits market, as he posted an optimistic message to fans over Instagram in the same week.

The new whiskey label pays homage to McGregor’s hometown of Crumlin, located in Dublin’s District 12.

“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,” he said.

The launch is well-timed. Whiskey, in particular Irish and American, is one of the fastest-growing spirits categories in the US, with an estimated value of $2.1 billion in the 12 months to July 2018, according to Nielsen. Meanwhile in Ireland, premium Irish whiskey’s value rose by around 40% this year, with sales in the category as a whole up 5%.

McGregor added that $5 from each case sold will be donated to local first responder charities wherever drinkers can buy it.

“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,” he said. “I have great respect for these men and women.”

McGregor is not the only Irish celebrity hoping to cash in on the whiskey boom, as the Times  reports that U2 frontman Bono has made an investment in a €50m whiskey project in county Kildare.

5 Responses to “Conor McGregor’s whiskey label is finally here”

  1. Vasyl says:

    Want to order in Ukraine 1 block of this precious whiskey!))

  2. Craig moore says:

    I’d like to buy a bottle please

  3. Michael patrick joseph kelly says:

    Would like to know when this bottle is available to order for uk

  4. Steven says:

    Pitty that its so close to the U.K and i cant find it anywhere . F**K 2019 i want to try this before 2019 ( just has it turns 2019 , Come on shake a leg ) lol

  5. Deb says:

    This is really good whiskey. I drink it on the rocks and my sons drink it neat. Very smooth.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Show Coordinator

Speciality Drinks
London, UK

Key Account Executive

Berkmann Wine Cellars
London, UK

Sales and Marketing Director

New Generation Wines
London, UK

Brand and Marketing Manager

New Generation Wines
London, UK

Sales Director

Manchester Gin
Manchester, UK

Sales Account Manager x 2

Berkmann Wine Cellars
London, UK

Business Development Manager / Account Manager

Harviestoun Brewery
Glasgow, UK, Scotland West

Staff Writer

The Drinks Business
London, UK

Customer Services Administrator

Speciality Drinks
London, UK

Wines from Spain Annual Tasting 2019

London,United Kingdom
7th Mar 2019

RAW WINE London

London,United Kingdom
10th Mar 2019
Click to view more

The Global Riesling Masters 2018

View Results

Rioja Masters 2018

View Results

Click to view more