Conor McGregor and Eire Born Spirits have announced the launch of Proper No. Twelve Irish Whiskey.
The new whiskey will be available in Ireland and the US, with further expansion planned for 2019.
McGregor had developed the brand under the name ‘Notorious’, but after some issues acquiring the trademark, he turned to one of the world’s oldest whiskey distillery in Dublin.
He worked with David Elder, a master distiller who previously worked with Guinness, to bring the whiskey to fruition.
A 'Proper Whiskey Blend'
“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,” McGregor said.
Proper No. Twelve’s global launch expression is a blend of golden grain and single malt, produced in an area known for its rich soil and pure spring water.
Proper No. Twelve is 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,” he concluded.
© 2018 Checkout – your source for the latest Irish retail news. Article by Aidan O’Sullivan. Click subscribe to sign up for the Checkout print edition.