Conor McGregor launches 'Proper No. 12' whiskey brand

C. McGregor will donate part of the proceeds to first responders. Photo: Reproduction/Instagram @thenotoriousmma

Conor McGregor is preparing for the confrontation against Khabib Nurmagomedov at UFC 229, October 6th in Las Vegas (USA). Even so, the Irishman continues to command his ventures. On Monday afternoon (17), the fighter announced his new brand of Irish whiskey, 'Proper No. 12' through his Instagram.

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During his confrontation with Floyd Mayweather in August 2017, McGregor stated that he would launch his own brand of Irish whiskey.

In addition to fighting, McGregor said that throughout his life he studied how alcoholic beverages were produced with his late grandfather, Christopher Moore. Therefore, Conor spent three years involved in the entire whiskey production.

The name 'Proper No. 12' was chosen in honor of the neighborhood where he grew up in Ireland. “I come from a suburb called Crumlin in Dublin 12; It's a place that is in my heart. That's where I learned to fight; It made me who I am today. It's a place that is still part of every day of my life. So, that's where the name comes from. It’s a good Irish whiskey and twelve is my hometown,” Conor explained.

The whiskey is being produced at a distillery in Ireland and is officially launched at the end of this month. The drink is expected to be promoted in the United States during UFC 229 in early November.

McGregor said he will donate $5 from every bottle sold to first responders in the cities where the whiskey will be on sale. The fighter committed that up to US$1 million will be donated to the professionals.

“First responders around the world are the unsung heroes who act with courage and answer the call of duty every day for people in need. I have great respect for these men and women,” said McGregor.

 

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Proud day! Today “Project Notorious” finally comes to life with the introduction of my new Irish Whiskey; Proper 12. I have spent a lifetime studying this craft under the tutelage of my late Grandfather on my mother's side, Christopher “Jakes” Moore, and I have put just over 3 years into the making of this liquid alone. I introduce to you @ProperWhiskey! Proper Irish Whiskey, from a Proper Irish man! Born and bred in the Dublin suburb of Crumlin, Dublin 12. Proper Twelve is who I am. I wanted to make an Irish whiskey emblematic of Irish culture as a whole, and something that would showcase the great skill we possess of distilling the best Whiskey in the entire world. One of the many amazing skills we possess on this great island. Proper Twelve is crafted at Ireland's oldest distillery. It is made with the Isle's freshest spring water and finest golden grain and single malt – it is pure liquid gold! This is Ireland's whiskey, and it is my gift to the world. Another proud announcement for me in this venture is that with each case we sell, my company will donate to the first responders in each district the case is sold in. This donation plan will be in operation all over the world. These are the men and women who run into buildings while everyone else is running out. They are our real life heroes – Proper Heroes I look forward to joining all of you in a PROPER salute soon. Sláinte 🥃🇮🇪

A publication shared by Conor McGregor Official (@thenotoriousmma) on Sep 17, 2018 at 10:22 PDT

“Today, “Project Notorious” finally comes to life with the introduction of my new Irish Whiskey; Suitable 12. I spent a lifetime studying this craft under the tutelage of my late grandfather on my mother's side, Christopher “Jakes” Moore, and only put in 3 years to make this liquid myself. I introduce you to @ProperWhiskey! Proper Irish whiskey, from a proper Irish man! Born and raised in the Dublin suburb of Crumlin, Dublin 12. The twelve are who I am. I wanted to make an Irish whiskey that was emblematic of Irish culture as a whole and something that showcased the great ability we possess to distill the best whiskey from around the world. One of the many incredible abilities we possess on this great island. Proper Doze is made in Ireland's oldest distillery. It's made with the freshest spring water on the Island and the finest golden grain and single malt – it's pure liquid gold! This is the whiskey of Ireland and it is my gift to the world,” wrote McGregor.