What Happened to Proper No. Twelve Irish Whiskey?
Proper No. Twelve Irish Whiskey, co-founded by MMA star Conor McGregor in 2018, rapidly rose to prominence through aggressive marketing and celebrity appeal. After a significant growth period, a majority stake was sold to Proximo Spirits in 2021 for up to $600 million. The brand has since expanded its product line, though Proximo Spirits ceased using McGregor's name and likeness in marketing in late 2024 following legal controversies, while maintaining its commitment to philanthropic initiatives.
Quick Answer
Proper No. Twelve Irish Whiskey, initially launched by Conor McGregor, is now primarily owned by Proximo Spirits, which acquired a majority stake in 2021 for up to $600 million. While the brand continues to thrive and expand its product offerings, including new expressions like the 13-Year-Old Single Malt and Black Reserve, Proximo Spirits officially ended its marketing association with McGregor in November 2024 due to legal issues. The whiskey brand remains committed to its 'One For All' initiative, donating to first responder organizations.
📊Key Facts
📅Complete Timeline13 events
Conor McGregor announces plans for 'Notorious Irish Whiskey'
Following his boxing match with Floyd Mayweather, Conor McGregor first publicly hinted at launching his own whiskey brand, initially calling it 'Notorious Irish Whiskey'.
Proper No. Twelve Irish Whiskey officially launches
Conor McGregor, Audie Attar, and Ken Austin officially launch Proper No. Twelve Irish Whiskey, named after McGregor's hometown postal district, Dublin 12. It quickly sells out its initial allocation.
Irish Whiskey Association scrutinizes brand name
The Irish Whiskey Association (IWA) begins reviewing whether the name 'Proper No. Twelve' could mislead consumers into believing the whiskey was aged for 12 years.
Proximo Spirits increases stake to 49%
Proximo Spirits, the distribution partner, exercises options to increase its ownership stake in Proper No. Twelve from 20% to 49%, valuing the brand at approximately €200 million.
Proximo Spirits acquires majority stake for up to $600 million
Proximo Spirits completes the acquisition of a majority stake in Proper No. Twelve for a reported sum of up to $600 million. Conor McGregor retains a minority interest and is expected to remain actively involved as a spokesperson.
Proper No. Twelve Irish Apple flavor launches
The brand expands its product line with the introduction of Proper No. Twelve Irish Apple, an apple-flavored whiskey, available in the United States.
High Court orders McGregor to release sale price information in Lobov lawsuit
A High Court decision orders Conor McGregor to release certain information regarding the sale price of Proper No. Twelve as part of a lawsuit filed by his former sparring partner, Artem Lobov, who claimed a 5% share.
Proximo Spirits ends marketing association with Conor McGregor
Following a civil court verdict finding McGregor liable for sexual assault and subsequent retailer boycotts, Proximo Spirits announces it will no longer use Conor McGregor's name and likeness in the marketing of Proper No. Twelve.
Proper No. Twelve launches 13-Year-Old Single Malt
The brand introduces its first limited-edition aged expression, the Proper No. Twelve 13-Year-Old Single Malt, aged in bourbon and ruby port casks.
Proper No. Twelve Black Reserve is launched
Proper No. Twelve expands its core range with the release of Black Reserve, a blend finished in heavily charred American oak barrels, available across the US.
Conor McGregor settles lawsuit with Artem Lobov
Conor McGregor reaches an out-of-court settlement with former sparring partner Artem Lobov, who had claimed entitlement to a 5% share of the Proper No. Twelve sale.
Proper No. Twelve pledges $300K to fire departments, cumulative donations exceed $5M
Proper No. Twelve announces a pledge of $300,000 to fire departments in 2026 through its 'One For All' program, bringing its total contributions to first responder organizations worldwide to over $5 million.
Conor McGregor faces new defamation lawsuit
On the current date, Conor McGregor is reported to be facing new High Court proceedings for defamation initiated by a Zimbabwean businessman.
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🔍Deep Dive Analysis
Proper No. Twelve Irish Whiskey was launched in September 2018 by mixed martial arts (MMA) champion Conor McGregor, alongside his manager Audie Attar and spirits entrepreneur Ken Austin. The brand quickly gained significant traction, largely leveraging McGregor's global celebrity status and a strategic partnership with Proximo Spirits for distribution. McGregor's vision was to create a 'proper' Irish whiskey that paid homage to his hometown of Crumlin, Dublin 12, and the brand's initial success was marked by selling out a six-month allocation within its first ten days of launch.
The brand's rapid growth led to a series of strategic investments. In July 2020, Proximo Spirits, which initially held a 20% stake, increased its ownership to 49%, valuing the brand at approximately €200 million (around $235 million at the time). The culmination of this partnership occurred in April 2021 when Proximo Spirits acquired a majority stake in Proper No. Twelve for a deal reportedly worth up to $600 million. At this point, McGregor retained a minority interest and was expected to remain actively engaged in promoting the brand. This acquisition solidified Proper No. Twelve's position as a major player in the Irish whiskey market, becoming the fourth-largest Irish whiskey globally and the third-largest in the United States by early 2026.
A significant turning point for the brand's public image occurred in November 2024. Following a civil court verdict in which Conor McGregor was found liable for sexual assault, and subsequent boycotts by several Irish retailers, Proximo Spirits announced it would no longer use McGregor's name and likeness in the marketing of Proper No. Twelve. This decision marked a clear separation of the brand's promotional strategy from its controversial co-founder, allowing Proper No. Twelve to focus on its product quality and other brand initiatives.
Despite the marketing disassociation from McGregor, Proper No. Twelve has continued to expand its product portfolio and maintain its philanthropic efforts. In February 2023, the brand launched Proper No. Twelve Irish Apple, an flavored whiskey expression. This was followed by the release of its first limited-edition 13-Year-Old Single Malt in May 2025, signaling a move into more premium and aged offerings. Most recently, in February 2026, Proper No. Twelve introduced its Black Reserve, a blend finished in heavily charred American oak barrels. The brand also remains committed to its 'One For All' program, pledging $300,000 to fire departments in 2026, bringing its cumulative donations to first responder organizations worldwide to over $5 million. As of August 2026, Conor McGregor settled a lawsuit with former sparring partner Artem Lobov over claims of a 5% share in the whiskey brand in April 2026, and is currently facing a new defamation lawsuit from a Zimbabwean businessman.
What If...?
Explore alternate histories. What if Proper No. Twelve Irish Whiskey made different choices?