Conor McGregor is on the whiskey campaign trail in the US after sales of Proper No. Twelve rationed in Ireland
MMA fighter Conor McGregor has been busy touring the US to plug his new whiskey brand, weeks after retailers in Ireland were forced to ration customers to two bottles per shop.
McGregor who launched Proper No. Twelve Irish Whiskey in the US and Ireland last month, is doubling down on his drinks marketing stateside after a controversial fight against Khabib Nurmagomedov in Las Vegas.
The fighting champion was in Boston this weekend to hand out free bottles of his whiskey to staff at the local fire department. When it was launched in September, McGregor said that $5 from every purchase of Proper No. Twelve — which retails at $29.99 (£23.48) in the US — would be donated to support “first responder charities” including emergency services.
Last week McGregor was in Texas, paying a visit to the Dallas Cowboys’ AT&T Stadium to hand out his whiskey to some of the American football team’s players and Jerry Jones, the club’s president.
Celebrity news website TMZ added that McGregor and Jones were in talks over how to grow the fighter’s whiskey label in the US.
“We have reached unprecedented new heights with our liquid gold,” McGregor wrote in an Instagram post celebrating his team’s efforts yesterday.
View this post on Instagram
McGregor was also seen handing out a bottle of whiskey to a fan over the weekend while visiting a branch of the Millers Ale House chain during his trip.
The news comes as Proper No. Twelve whiskey, which has been widely condemned by reviewers, flew off shelves in Ireland following its release, with Tesco stores being forced to ration customers to two bottles per purchase. The store also posted a warning to customers on Facebook that supplies were running low.
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 his long-dreamt whiskey.