Conor McGregor first announced he was launching a whiskey brand at the post-fight conference of the second-highest selling pay-per-view event in American sporting history. It was initially suggested that the project would be developed under the name ‘Notorious Whiskey’, which was the foundation for the Proper No. 12 Irish Whiskey we know today.
The project took longer than expected and it wasn’t until 2018 that the brand was officially launched in Ireland and the United States. Conor Mcgregor turned to a distillery with a proven record of quality whiskey making. This is where he met esteemed master-distiller David Elder, previously of Guinness and the two toiled hard to bring the brand to fruition.
While talking about the origin of the name, Conor Mcgregor said:
Conor McGregor: Irish icon
Proper No. 12 Irish Whiskey was co-founded by Conor Mcgregor, his manager Audie Attar and Ken Austin. Austin is a veteran in the alcohol industry, having previously worked for E&J Gallo and Seagrams. He also teamed up with rap star Jeezy and actor Dwayne ‘The Rock’ Johnson to develop celebrity spirits like Tequila Avion and Teremana Tequila.
Austin says that there is probably no better celebrity connection to Irish whiskey than a man who drops Gaelic phrases in interviews and celebrates his fight victories draped in an Irish flag. While emphasizing the authenticity of Conor McGregor as an Irish icon, Ken Austin said:
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