On Saturday (December 18th), UFC champion Conor McGregor took to his Instagram to show off a snapshot of him channeling his inner Peaky Blinders while showing off his Proper 12 whiskey.
“The secret stash,” the UFC fighter declared in the post. Conor McGregor’s Irish whiskey launched in Ireland and the U.S. in September 2018. It was named after the Crumlin neighborhood where McGregor actually grew up. Earlier this year, it was reported that McGregor and his business partners sold their majority stake in the brand to Proximo Spirit. The company had a 49% stake previously. The deal was worth a reported $600 million.
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Conor McGregor’s business partner, Ken Austin, revealed more details about the deal with Proximo to Shanken News Daily. “When we started this business with Proximo, we basically laid out, I’ll call it certain hurdles, that would allow them to buy pieces of the company over time. We hit a milestone and it gave Proximo the opportunity to own a significant stake.”
Conor McGregor’s partner also said that the brand reached approximately 345,000 cases on a trailing 12-month basis prior to the deal. Proximo CEO, Mike Keyes, also commented on the deal. “Since introducing this brand with Conor and his parents just two and a half years ago, Proper No. Twelve has been the exciting brand in the Irish whiskey category. The brand continues to grow at an unprecedented rate. And this agreement reflects Proximo’s commitment to expanding its presence.”
Although he sold his majority stake, Conor McGregor remains the face of the brand.
Conor McGregor’s Thoughts on Starting His Own Whiskey Brand
During an interview with Men’s Journal, Conor McGregor shared his thoughts about starting his own whiskey brand. “We launched Proper No. Twelve [and] sold out in Ireland and America in a matter of days. As a result, we were out of stock for almost two months time.”
Conor McGregor also recalled how he and his crew couldn’t let the consumer down, so they air lighted almost 30,000 cases in America. Then sold out again. “It was been a great feeling to see the support from people around the world. It has been magical for me and my team. And it’s only the beginning.”
When asked what inspired the bottle design, Conor McGregor noted that since the whiskey is Irish, it needed to be green. “Others told me my first product should be in a black bottle or clear bottle. But I didn’t want to let others get in the way of my vision of our first product. The bottle is etched with the term ‘SMOOTH IS FAST.’ Many know this is part of a Navy SEALs’ motto.”