• Loading stock data...
Thursday, July 17, 2025

McGregor Keeps Branching Out With Proper No. Twelve

proper-no-twelve-conor-mcgregor

Photo Credit: Proper No. Twelve

Conor McGregor has been a professional sports icon for years thanks to his work in a UFC octagon. But his outside ventures have played a major role in elevating him to a global star. In 2017, it was his cross-sport boxing match with Floyd Mayweather. In 2018, it was a clothing line with David August that includes hand-tailored suiting and luxury menswear. And, in 2019, it might be the most on-brand product of all for a proud Irishman — whiskey.

Proper No. Twelve, a distilled Irish whiskey brand, launched in September 17, 2018. The idea, however, was in place for years.

“Since his rise to stardom in MMA and beyond, Conor’s been approached by countless Irish whiskey brands asking him to endorse their product,” said Brian Axelrod, US Director at Proper No. Twelve and Eire Born Spirits. “Conor has nothing against endorsement deals, he participates in a few for brands he truly believes in and supports. But something about endorsing an Irish whiskey didn’t feel right to him. Conor wanted to make his own Irish whiskey.”

READ MORE: How Two Top Brands Market Products Via Partnership With NASCAR

McGregor and the Proper No. Twelve team decided to start wide, canvassing top distilleries across Ireland. They ultimately settled on one of the oldest, Old Bushmills Distillery in Northern Ireland’s County Antrim,
which had a reputation for fresh water quality, a long record of top-notch product and a master distiller who previously worked for Guinness.

With McGregor’s vision and the distiller’s expertise, the two congregated with the rest of McGregor’s team to fine-tune the custom blend. McGregor and his team selected whiskey from hundreds of barrels, a months-long process. The end result was worth it: A complex flavor profile that but one that retained a smooth and approachable taste.

[mc4wp_form id=”8260″]

But McGregor funneled that same energy into promotion.  Shortly after launch, he also embarked on a cross-country trip of the United States, stopping in multiple cities each day to personally market the brand and product to fans. McGregor went everywhere from Conan to AT&T Stadium in Dallas for a Cowboys game.

Yet one of the less buzz-worthy meetings resonated most. During one of the final stops of the trip, McGregor and the Proper No. Twelve team visited the Boston Fire Department. McGregor shook each department member’s hand and later surprised them with World Series tickets to see their hometown team in action. According to Axelrod, the day owes itself to one person in particular.

“Visiting the Boston Fire Department was all Conor,” he said. “Everything we did was completely organic or by invite. Conor’s enthusiasm is contagious. People just want to be around him.”

READ MORE: How Professional Bull Riders Successfully Introduces Its Culture to New Audiences

While the tour may have ended, the brand’s growth is only beginning. McGregor frequently posts about the whiskey on his personal Twitter and Instagram to his near-38 million followers across both platforms. Axelrod, meanwhile, says the brand is targeting much bigger distribution and visibility. And, of course, what better time to start than this weekend?

“As for St. Paddy’s Day, you better start preparing now,” Axelrod said.

The party is just getting started if McGregor has his way.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

2025 PDC World Darts Championship Final - Luke Littler vs Michael Van Gerwen

A Teen Darts Prodigy Is Becoming Bigger Than the Game Itself

Luke ‘The Nuke’ Littler is cashing in on his devastatingly accurate shot.
May 31, 2025; Philadelphia, PA, USA; Sydney McLaughin-Levrone (USA) reacts before the women's 100m hurdles during the Grand Slam Track Philadelphia at Franklin Field
exclusive

Track’s New Money Is Running Into Old Problems

The sport’s big-money era has hit some speed bumps in 2025.
Bobbleheads are seen at Vintage Indy Sports, Tuesday, April 29, 2025 in Speedway. The local sports memorabilia store opened recently.

Baseball’s Bobbleheads Are the Center of the Collectibles Universe

Baseball’s most important keepsake drives long lines—and big business.
Rimouski, QC - JUNE 1: Final Game of the 2025 Memorial Cup between the Medicine Hats Tigers and the London Knights on June 1, 2025, at the Colisée Financière Sun Life in Rimouski, Qc.

CHL Is Facing a ‘Pandora’s Box’ of Questions Amid NCAA Talent Departure

As players defect to college, the Canadian Hockey League won’t cede ground.

Featured Today

Jun 28, 2025; Arlington, Texas, USA; Seattle Mariners catcher Cal Raleigh (29) bats during the game between the Texas Rangers and the Seattle Mariners at Globe Life Field.

The Torpedo Bat Business Is Still Going Strong: ‘Here to Stay’

Demand for the oddly shaped bats has stayed strong across the sport.
July 6, 2025

American Celebs Want to Be Sports Owners. Soccer Is Where They Start

As U.S. team prices climb, investors set their sights abroad.
July 5, 2025

Baseball’s Celebrity Row: Behind MLB’s First-Pitch Ritual

Often planned, sometimes spontaneous, the ritual throw is baseball’s celebrity row.
July 4, 2025

3,000 Hot Dogs, $20K in Prizes: Behind the Nathan’s Eating Contest

Nathan’s serves up thousands of hot dogs and $20,000 in prize money.
Apr 8, 2025; Phoenix, Arizona, USA; Phoenix Suns guard Bradley Beal (3) reacts during the first half against the Golden State Warriors at Footprint Center.

Bradley Beal Agrees to Suns Buyout, Will Join Clippers

Beal is the latest star player to leave Phoenix behind Kevin Durant.
Caitlin Clark
July 15, 2025

Caitlin Clark, Sabrina Ionescu to Face Off in WNBA 3-Point Contest

Clark did not participate last year.
Wyndham Clark
July 16, 2025

Oakmont Bans Golfer Wyndham Clark After Locker Room Rampage

He’ll have to donate and seek treatment to get reinstated.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Jan 26, 2025; Kansas City, MO, USA; Kansas City Chiefs guard Trey Smith (65) against the Buffalo Bills in the AFC Championship game at GEHA Field at Arrowhead Stadium.
July 15, 2025

Trey Smith, Chiefs Reach Record Deal Before Franchise Tag Deadline

Smith was taken by the Chiefs in the sixth round of the 2021 Draft.
July 14, 2025

Raleigh Dumps Competition in HR Derby to Win $1M Prize

“Big Dumper” barely gets into the semifinals before ultimately winning the competition.
exclusive
July 14, 2025

Cal Raleigh’s $11M Season a Steal As He Slugs His Way Into..

The Mariners star considers himself an everyday guy, while his play isn’t.
Phillies
July 14, 2025

Replacements Have MLB at Whopping 80 All-Stars

Players have criticized the replacement process as a popularity contest.