Conor McGregor has launched his very own Irish Whiskey. Produced by Eire Born Spirits, Proper No. Twelve Irish Whiskey takes its name from the MMA Champion's hometown of Crumlin in Dublin 12.
For years, McGregor developed the brand under the project name “Notorious”. It became a longer and more complicated project than originally expected, so McGregor turned to the world’s oldest whiskey distillery, located in Ireland, with a proven history of quality whiskey making. He teamed up with David Elder, esteemed master distiller, previously of Guinness, to bring the whiskey to fruition.
“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.
Proper No. Twelve's flavour is described as "complex and sophisticated yet smooth and approachable with hints of vanilla, honey and toasted wood".
“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. “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,” he continued.
Proper No Twelve will be released in Ireland and the United States this month.