Conor McGregor’s Irish whisky brand is dropping its founder as repercussions of the fighter’s sexual misconduct verdict continue to play out.
Proper No. Twelve, which McGregor launched in September 2018 and later sold to Proximo Spirits, will no longer use his likeness after the UFC fighter and boxer was found guilty of rape charges in an Ireland court.
The brand is the latest to part ways with the fighter in light of the rape verdict, joining video game studio IO Interactive, which said Monday it decided to “cease its collaboration with the athlete, effective immediately” in light of the decision. IO Interactive develops the “Hitman” videogame series, which features McGregor.
On Friday, McGregor was found guilty of raping Nikita Hand in a Dublin hotel room in 2018. He was ordered to pay about $264,000 in damages to Hand after being found guilty for assault. McGregor posted Monday on X that he plans to appeal the decision.
“As much as I regret it, everything that happened that night was consensual and all the witnesses present swore to that under oath,” McGregor said in his post. “I have instructed my legal team to appeal the decision.”
McGregor, 36, who was one of the world’s highest-grossing athletes at the height of his fame, hasn’t fought in recent years due to injury, but has remained in the public eye through acting and coaching. He appeared in a 2022 remake of the film “Road House” alongside Jake Gyllenhaal and has coached on “The Ultimate Fighter,” UFC’s reality show. UFC did not respond to a request for comment on McGregor’s verdict from Front Office Sports.
The 36-year-old is the biggest pay-per-view draw in the history of mixed martial arts; he has headlined the five highest-selling UFC events on pay-per-view. He has ranked among the top five of Forbes’ highest paid athletes, landing the top spot in 2021 with $180 million and placed fourth in 2018 with an income of $99 million.
Proximo Spirits, a U.S. company whose product line includes 1800 Tequila and Jose Cuervo, bought Proper No. 12 from McGregor in March 2021 for $600 million. McGregor continued to promote the brand and appear on its products, which includes an apple-flavored whisky. On Tuesday, the company said McGregor won’t be involved in the brand anymore.
“Since 2021, Proximo Spirits has been the 100% owner of Proper No. Twelve Irish Whiskey,” a Proximo Spirits spokesperson said in an email to Front Office Sports. Going forward, we do not plan to use Mr. McGregor’s name and likeness in the marketing of the brand.”
European retail chains were ahead of Proximo as Musgrave, which owns supermarket chain SuperValu, said it was dropping McGregor’s drinks from its stores. The decision included Forged Irish Stout, a beer brand owned by McGregor that was launched in 2021.
