Here at Urban Spirit, we love to hear about the latest celebrity-alcohol collaborations. This is why we were ecstatic to find out that on the 28th February, Conor McGregor’s whiskey label, Proper No. Twelve, officially launched in the UK after its success in Ireland and the US.

Produced by Eire Born Spirits, the Irish Whiskey is made by former Bushmills distillery icon, David Elderman. McGregor, being the chairman of the brand, spent a few months of 2018 promoting the label, touring the US to conjure up excitement.

The spirit’s popularity

McGregor first launched Proper No. Twelve whisky in 2018, but the supply sold out in just 10 days after stock was initially estimated to be enough for 6 months. Due to its popularity, supermarkets in Ireland had to limit customers to two bottles each.

The professional fighter has said he was “humbled” by the response his whiskey launch has received, arguing being one of the only times ‘humble’ and ‘McGregor’ in the same sentence.
Not just that – the spirit also became the most-followed spirit brand on Instagram receiving 575,000 Instagram followers in under 6 months.

Behind the scenes

Initially, the brand name was going to be “Notorious” but faced opposition from the founder of Carlow Brewing Company. It was then changed to “Proper No. Twelve”.

McGregor has explained his reasoning behind the name, saying:

“Many ask where the name Proper No. Twelve comes from, and it has true meaning to me. I was born and bred in the Dublin suburb of Crumlin, Dublin 12 – thus Proper No. Twelve.

“My success can be traced from the lessons I learned growing up, the values of loyalty and hard work. Proper No. Twelve is who I am.

“I respect other whiskeys, but we are not here to just take part, we are here to take over.”

“My dream to be an entrepreneur is now realised and I could not be more proud. I am the founder and chairman of this company and I am going to give it my all.

“Entering the UK market continues my dream for Proper No. Twelve to become an iconic global brand. To the people of the UK, I say slaínte.”

The whisky is due to be distributed around the world soon, with New Zealand Australia, Russia all expecting to get their barrels in the coming months.

Will you be trying McGregor’s whisky?

The team at Urban Spirit will definitely be tasting it!

Are you as excited as us? Let us know your thoughts on the Irish whisky launch in the comments below.