Conor McGregor launches his new whiskey with a name that's very close to his heart
The Notorious is also donating some of the proceeds to charity.
Eire Born Spirits have announced the launch of Proper No. Twelve Irish Whiskey, Conor McGregor's latest foray into the business world.
The UFC star is the founder, chairman and majority owner of the company.
As for the drink, they're going with the name Proper No. Twelve because that's the area code in Dublin where McGregor grew up.
“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.
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."
The whiskey will be launched in Ireland and the United States, with further expansion in 2019 and onward.
For years, McGregor developed the brand under the project name “Notorious” but he had to adopt a new name at the last minute. After meeting with David Elder, esteemed master distiller, previously of Guinness, the duo worked together to create the perfect blend.
“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,” said McGregor.
In terms of its taste, we're told that Proper No. Twelve will be "complex and sophisticated yet smooth and approachable with hints of vanilla, honey and toasted wood." The whiskey will also be made from the finest golden grain and single malt.
There's a strong element of philanthropy to this new business though because part of the sales will be donated to local first responder groups and charities.
“First responders all over the world are the unsung heroes who act with courage and answer the call of duty every day for people in need,” McGregor said.
“I have great respect for these men and women. The company has committed to donate $5 for every case sold to local first responder organisations/charities, up to $1 million annually. The organisations/charities will be identified for each state and country around the world and donations will go directly to specific states and countries where sales take place." he said.
As for McGregor's immediate future, he has the small matter of a fight against Khabib Nurmagomedov at UFC 229 to contend with.
Here's hoping that he'll be celebrating with a glass of this new whiskey in his hand and the lightweight belt around his waist.