Tuesday, September 18, 2018


Eire Born Spirits, which is owned by Mixed Martial Arts Champion Conor McGregor, has announced the launch of the first expression from a new Irish whiskey brand.

Proper No. Twelve Irish Whiskey (40% ABV) is comprised of grain and single malt whiskeys, which were blended at the Old Bushmills Distillery under the supervision of Master Distiller David Elder.

Conor McGregor launches his first Irish whiskey

According to Eire Born Spirits, a number of Irish whiskey brands have sought Conor McGregor’s endorsement over the years, but he did not want to simply endorse an Irish whiskey, he wanted to create his own.

For years, Conor McGregor developed the brand under the project name “Notorious” through which came the foundation of what was to eventually become Proper No. Twelve.

It became a longer and more complicated project than originally expected, so Conor McGregor turned to David Elder, esteemed Master Distiller, previously of Guinness, and together they brought the whiskey to fruition.

Commenting on the launch, Conor McGregor, said: “We created close to one hundred blends and ultimately selected what we knew was the one and only proper whiskey blend.  We took the time to develop an incredible whiskey and I’m excited to share it with the world.”

He went onto say: “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. 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.”

Conor McGregor, has also pledged to donate $5 for every case of Proper No. Twelve Irish Whiskey sold, to local first responder charities, up to $1 million annually.

Proper No. Twelve Irish Whiskey, will initially rollout later this month in Ireland and the US, for a RRP of €35.00.

Posted by Steve Rush