Having previously worked for E& J Gallo and Seagrams, Austin is no stranger to the alcohol industry nor is this his first celebrity spirit collaboration. Twelve is owned by Eire Born Spirits, a company co-founded by McGregor, his manager Audie Attar, and Ken Austin. Part of the answer almost certainly lies in the lesser-known individuals involved in the brand. Read Also: How To Make Vodka Martini Without Vermouth McGregor celebrated the sale in an Instagram post, noting that “Proper Twelve is my baby for life.” “We hit a milestone and it gave Proximo the opportunity to own a significant stake.” “When we started this business with Proximo, we basically laid out, I’ll call it certain hurdles, that would allow them to buy pieces of the company over time,” Austin told Shanken News Daily. Now, it owns a much bigger stake - the size of which is unknown still.Īs McGregor’s business partner Ken Austin told Shanken News Daily, it was the plan all along for Proximo to eventually buy a majority stake in the company. Proximo Spirits, which also owns Jose Cuervo and Bushmills, in addition to other brands, already had a 49 percent stake in Proper No. Twelve Irish whiskey to Proximo Spirits in a deal that is worth up to $600 million. The UFC star and his business partners sold their majority stake in Proper No. This helps support Whiskey Raiders at no additional cost to you.Proximo Spirits Is Purchasing Proper No TwelveĬonor McGregor just got even richer. This post may contain affiliate links, so we may earn a small commission when you make a purchase through links on our site. If you’re interested in getting a shot of whiskey in your morning email, We are the only media property reviewing whiskies andĪnd reviews of other significant voices in the whiskey world in one place. Here at Whiskey Raiders, we do more than write about current events in whiskey. We’ll be interested to see how the apple-flavored version tastes keep your eyes peeled for our review. Twelve lacks complexity but works in a light cocktail. An easy-drinking and affordable whiskey, Proper No. Twelve has earned its status as one of the highest-selling Irish whiskey brands in the U.S. Twelve in 2021 but has remained tied to the brand.ĭespite largely receiving mediocre reviews, Proper No. To date, the brand has contributed $1.9 million to a variety of organizations, with more to come.” Twelve Irish Whiskey and our new Proper Irish Apple sold, five dollars will be donated to First Responder organizations around the world. “We will continue to parlay that success by giving back and supporting First Responders around the world. “Our brand has seen huge success around the world since its launch,” said Ken Austin, co-founder of Proper No. Twelve donates $5 per case on all of its products up to $1,000,000 each year. Read More: Conor McGregor Reacts to ‘Rat’ Ex-Teammate Who’s Suing Him Over His Proper No. Now, we’re looking to do it again with Proper Irish Apple, creating the new gold standard in the Flavored Whiskey category,” said Lander Otegui, chief marketing officer for Proximo Spirits, Proper No. Twelve Irish Whiskey has grown into an industry leader, rivaling 100+-year-old competitors. Twelve and blends it with apple flavoring. Twelve Irish Apple takes standard Proper No. Twelve Irish Apple is liquid gold and I’d never settle for less.”Īvailable now nationwide in 50-milliliter, 750-milliliter and 1-liter bottles, Proper No. We have worked on this liquid for years and have combined my award-winning whiskey that my fans know and love with delicious notes of crisp and juicy Irish apple with a smooth finish like no other. “This new product and its magnificent flavor profile will crush the competition. Twelve Irish Apple,” McGregor said in a news release. “I’m thrilled to announce the release of Proper No. Twelve Irish Apple, a flavored whiskey containing 35% ABV. On Tuesday, the brand announced the launch of Proper No. Twelve, the Irish whiskey brand co-founded by famous MMA fighter Conor McGregor, is expanding beyond its standard Irish whiskey expression for the first time. Twelve Irish Whiskey, founded by Conor McGregor, has released its first flavored whiskey, Proper No.
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