Conor McGregor is historically connected to Proper No. Twelve because he launched and promoted the Irish whiskey, but he should not be described as its current owner or current brand partner. The ownership and marketing relationship changed after the launch.
The 2018 launch
A launch announcement from Eire Born Spirits described McGregor as founder, chairman and majority owner when Proper No. Twelve entered the Irish and U.S. markets in 2018. The brand name referred to Dublin 12, the area associated with his upbringing.
The 2021 Proximo agreement
In 2021, Proximo Spirits and the founding team announced a long-term transaction. At that time, the announcement said McGregor would retain an interest and remain involved in promotion. Later reporting and a Proximo statement described Proximo as the brand’s 100% owner from 2021.
The marketing relationship ended
In November 2024, Proximo said it would no longer use McGregor’s name or likeness in Proper No. Twelve marketing. For that reason, current content should describe him as a co-founder or historical association—not imply current ownership or endorsement.
What is Proper No. Twelve today?
The current brand site focuses on the whiskey rather than McGregor. It describes Proper No. Twelve Original as a blend of single malt and grain Irish whiskeys matured for at least four years in ex-bourbon barrels. The range also includes Proper No. Twelve Apple, a flavored expression.
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