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
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 boxers 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 mothers 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 McGregors 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.
Conor Mcgregor Sells Proper 1: How Much Money Did The Notorious One Make
Conor McGregor, along with co-founders Audie Attar and Ken Austin, has sold the majority stake of his whiskey brand, Proper 12, to Proximo Spirits in a $600 million deal. Proximo spirits previously owned a 49% stake in the business. According to Ken Austin, the sum will include the $250 million in profit earned in the two years since the launch of the brand. News of the deal was first published by Shanken News Daily and later confirmed by of ESPN.
The extent of Proximo’s stake and the length of the deal are unknown at the moment, but all three co-founders will retain an active role in the business.
Barrels of cash: Conor McGregor, team sell majority stake in whiskey for about $600M
Speaking to Shanken News Daily, Proximo Spirits CEO Mike Keyes acknowledged Conor McGregor’s stardom as a key factor in the brand’s success. He revealed that McGregor is keen to make Proper 12 a brand that could sell millions of cases every year.
Its hard to predict how long its going to take, but Im looking at a million cases and saying thats a starting point for this brand. Conor is very, very fixated on this being a multi-million case brand. I wouldnt count him out ever, Mike Keyes said.
Since its launch, Proper 12 has taken the Irish whiskey business by storm. It was reported that Proper 12 helped push whiskey sales to $1 billion in the United States in 2019.
How Much Is Proper 12 Worth Now
There is a possibility that Proper 12 could be valued at more than $500 million if Conor McGregor is to be true when he claims the sale would net him more than $1 billion. In 2018, when he announced his venture company, McGregor said the deal would net him upwards of $7 billion. At the time, he said a stake in the venture company was $150 million, and it is expected to be worth hundreds of millions more by 2024.
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Branching Off From The Ufc
After making himself and the UFC millions by fighting men like Jose Aldo, Nate Diaz, and Eddie Alvarez, McGregor wanted more. His next step was to challenge the undefeated boxing champion, Floyd Mayweather, in a boxing match.
Although the UFC was still promoting the fight since McGregor was still under contract, it marked McGregors first attempt to make serious cash outside of fighting in the UFC. It worked too, as it was extremely successful. It made McGregor approximately $75 million, far more than hes ever made fighting a single fight in the UFC.
That gave him a lot of confidence when it came to negotiating with the UFC, as McGregor started demanding partial ownership of the UFC. Such an arrangement would ultimately allow him to make more money, but the UFC has been adamant in saying no to McGregor.
Because of the UFCs refusal to give him a stake in their organization though, McGregor started trying his hand at his next venture, whiskey.
Why Is Conor Mcgregor’s Proper No Twelve Irish Whiskey Called Proper 12
As for the drink, they’re going with the name Proper No. Twelve because because he’s from the Dublin surburb of Cremlin meaning that 12 is the area code in Dublin where McGregor grew up.
Launching the drink, McGregor said: I come from a place called Crumlin, in Dublin 12. Its a place dear to my heart. Its where I learned how to fight it made me who I am today. Its a place Im still very much a part of every single day of my life. So, thats where the name came from. Its proper Irish whiskey and twelve is my hometown.
He adds: Growing up on the streets of Dublin 12, I learned the values of loyalty and hard work. I respect other Irish whiskeys, but I am coming in strong, with passion and with purpose. I am the founder of this company and I am going to give it my all.”
It is being sold at a price of £39.95, with £3.80 from every crate sale being donated to charities.
McGregor said: “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.”
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Conor Mcgregor Sells Majority Of Whiskey Brand Proper No Twelve To Proximo Spirits For $600million As Net Worth Continues To Soar
Conor McGregor is edging ever closer to the billionaires club after selling the majority stake in his whiskey company, Proper 12 for $600million.
The former UFC world champion has always maintained he wants to join the likes of Floyd Mayweather and Tiger Woods on the illustrious list and the dream is quickly becoming a reality.
Proximo Spirits, the company who own Jose Cuervo, has acquired a majority stake in McGregors company.
Proper Twelve is my baby for life! McGregor said in a statement to his website, The Mac Life. Im only warming up the barrels here! What I have in store for you all will not only take Proper Twelve to the absolute pinnacle of Irish whiskey, but of all spirits!
The organisation previously bought a 49% stake in the company, with the $600m going to brand co-founders McGregor, his agent Audie Attar of Paradigm Sports and their partner Ken Austin.
Austin told spirits trade publication Shanken News Daily the sum includes the $250m the team earned in the brands first two years in the business with Proximo.
Mike Keyes, Proximos CEO, told Shanken News Daily that McGregor, Attar and Austin will retain an interest in the brand and maintain active roles.
Since introducing this brand with Conor and his partners just two and a half years ago, Proper No. Twelve has been the most exciting brand in the Irish whiskey category, Keyes said.
Conor Mcgregor Sells Majority Of Whiskey Brand Proper No Twelve To Proximo Spirits For $600m
Conor McGregor is no longer the majority owner of the whiskey brand he founded, but the UFC star has added to his growing fortune.
Proximo Spirits, a company that owns Jose Cuervo and other alcohol brands, has acquired a majority stake in Proper No. Twelve Irish whiskey in a deal worth up to $600 million, both sides told spirits trade publication Shanken News Daily on Tuesday.
Proximo previously held a 49% stake in the company. The $600 million will go to brand co-founders McGregor, his agent Audie Attar of Paradigm Sports Management and their partner Ken Austin, who told the publication that the sum includes the $250 million the team already earned in the brand’s first two years in business with Proximo.
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The Branding Is Just As Disappointing
Yes, the quality of the whiskey may be poor, but the thing I was most disappointed with was the branding.
This is Conor McGregor, a former two-weight champion in UFC and Cage Warriors.
This is a guy who earns a living by taking his foot and using it as a weapon to kick people in the chin. Repeatedly. Until they’ve fallen to the canvas in a heap.
This is a guy who has an image of a crown-wearing gorilla eating a heart tattooed across what is probably 80% of his chest.
Conor Mcgregor’s Upcoming Fight
At the beginning of 2019, Conor McGregor made his long-awaited return to the octagon with a categorical win over Donald ‘Cowboy’ Cerrone. The Irishman only needed 40 seconds to send Cerrone to the canvas in their UFC Welterweight bout.
Although the former double-champion wanted a rematch with Khabib Nurmagomedov, UFC decided to match him up against Dustin Poirier for the second time. The two will lock horns on January 23.
Poirier, who lost to Conor McGregor in less than two minutes in their first encounter back in 2014, comes to the fight from a win against Dan Hooker via unanimous decision.
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Conor Mcgregors Future With Proper No Twelve Irish Whiskey In Question
A little-noticed line in the annual financial statement for Mexican drinks conglomerate Becle could mean the impending end of MMA champion Conor McGregors relationship with Proper No. Twelve, the Irish Whiskey brand he helped create. Becle is the holding company for the Beckmann familys extensive spirits portfolio built around Jose Cuervo Tequila, but the familys influence has grown in recent years with the acquisition of the Old Bushmills Distillery in Ireland and the Bushmills Irish Whiskey brand, as well as Three Olives Vodka and Kraken Rum.
Heres the specific line from the Becle news release:
On February 23, 2021, the Company provided notice of the exercise of its call option to acquire 51% of the equity interests of EBS.
Proper No. Twelve Irish Whiskey. Image courtesy Eire Born Spirits.
While the language in Becles news release was ambiguous enough to raise questions about whether the Beckmann family was only acquiring enough shares to own a 51% majority interest in EBS or the 51% equity Becle does not already control, a Becle spokesman confirmed to WhiskyCast via email that the option covers the remaining equity in EBS, with the deal expected to close in the second quarter of 2021. The statement did not mention that Becle already owned 49% of the equity in EBS.
This story will be updated with additional information as necessary.
He Wasn’t Shy About Flaunting It At His Post
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Conor McGregor has used his high-profile bout with Floyd Mayweather to plug his own brand of whiskey and he says hes going to dominate the drinks market with it.
The Irish mixed martial artist says he plans to take over the Irish whiskey market with the Notorious-branded drink.
Speaking at the post-fight press conference, the fighter shoehorned in a big plug for his product, saying: Boy that whiskey tastes so good. Oh s***, keep an eye out for it.
Dressed in a cream suit adorned with colourful paisley patterns, he repeatedly swigged from a glass of the whiskey making sure it appeared in the majority of press packs photos.
Irish whiskey is generally milder and smoother than Scotch whisky, because peat is not often used in the malting process, and it undergoes triple distillation.
Despite earning an estimated $100m from the fight, McGregor is clearly aware that theres potentially serious money to be made outside the ring.
Hes already set up a clothing line called August McGregor which he says will rival Net-A-Porter.
Its a collaboration between McGregor and California-based tailor David Heil, the founder of David August.
McGregor also has sponsorship agreements in place with Beats by Dre and Monster Energy.
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Conor Mcgregor’s Proper Twelve Irish Whiskey
Born and bred in the Dublin suburb of Crumlin, Dublin 12. Proper Twelve is who I am, McGregor stated. 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.
McGregor originally wanted to name the Proper Twelve whiskey after his own nickname, Notorious, but the 30-year-old entrepreneur had to settle with Proper No. Twelve after a trademark dispute.
“I come from a place called Crumlin, in Dublin 12. 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. So, that’s where the name came from. It’s proper Irish whiskey and twelve is my hometown,” said McGregor. “Growing up on the streets of Dublin 12, I learned the values of loyalty and hard work. I respect other Irish whiskeys, but I am coming in strong, with passion and with purpose. I am the founder of this company and I am going to give it my all,” he continued.
I respect other Irish whiskeys, but I am coming in strong, with passion and with purpose. – Conor McGregor
Conor Mcgregors Proper No Twelve Irish Whiskey May Be Forced To Change Its Name
Three years on from the launch of MMA legend Conor McGregors Proper No. Twelve Irish Whiskey, the brand may be forced into a change of name. Heres why.
The Irish Whiskey Association has proposed amendments to the regulations governing Irish whiskey, aiming to give producers greater clarity and flexibility. Its a move that may force UFC star Conor McGregor to change the name of his whiskey.
According to the new proposals, the labelling, packaging, advertising, or promotion of an Irish Whiskey must not include a reference to any number , if the reference to that number may create a likelihood of confusion on the part of the public as to whether the number relates to the maturation period of the Irish Whiskey, its age or when it was distilled.
Conor McGregors Proper No. Twelve Irish Whiskey is exactly the sort of brand that would fall foul of these new regulations, as the Twelve in the brand name refers to the area code of Crumlin, where McGregor grew up, rather than a twelve-year-aged whiskey.
The IWAs proposals are intend to safeguard the categorys rich heritage and traditions and support sustainability efforts.
Legends drink Proper No. Twelve
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Mma Champion Conor Mcgregor Throws Himself Into Irish Whiskey Ring
The world of Irish whiskey is starting to become crowded somewhat, there is no doubt. The island nation is seeing a record number of brands and distilleries come online, and each has its own story to tell as to how it became to be and what its legacy might be. Perhaps one of the more flamboyant ones of late is Eire Born Spirits and its Proper No. Twelve Irish Whiskey, tied to and owned by MMA fighting legend Conor McGregor.
As this is a whiskey blog and not a MMA fighting blog, I wont go into a ton of details here on McGregors background. Suffice to say though he is considered one of the biggest names in MMA today, and is also known to a larger audience for his boxing match with Floyd Mayweather sometime back. The whiskey side of things for him has been in development for a few years also, originally operating under the project name Notorious before it morphed into what it is today.
Conor McGregor shows off his new Irish whiskey
Proper No. Twelve, according to those behind it, is a blend of the finest golden grain and single malt whiskeys Ireland has to offer. Its been triple distilled and aged for an undisclosed amount of time in ex-bourbon barrels before being blended into the final expression by McGregor and master distiller David Elder, formerly of Guinness.
Proper No. Twelve Irish Whiskey
How Conor Mcgregor Built A $200m Irish Whiskey Brand In Just Two Years
Conor McGregor chose an opportune moment to announce his plans to launch an Irish whiskey brand. It was the night of June 14, 2017 the Irish mixed martial arts fighter had just co-starred in the second-largest- selling pay-per-view event in American sporting history. Having secured a reported $100 million for one nights work, McGregor strutted into the post-fight press conference wearing sunglasses and an eccentric suit, with a bottle of whiskey in hand. Ill put my whiskey down, he said, briefly raising the bottle to salute the millions watching around the globe, before adding, Notorious Irish Whiskey: Coming soon.
It took another year before McGregors whiskey hit the market, debuting in Ireland and the U.S. in September 2018. Rather than carrying his Notorious nickname as McGregor suggested, the brand instead launched as Proper No. Twelve. Less than two years on, only the cocksure Irishman could have predicted its success. In July 2020, reports emerged that Jose Cuervo had exercised stock options to increase its share in the brand from 20 to 49 percent. Based on the amount paid for shares, the sale valued the Irish whiskey brand at 200 million euros, roughly $235 million at the time of publishing.
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