Notorious Mix Martial Arts champ has launched Proper No. Twelve Irish Whiskey in Ireland and the United States.

Ultimate Fighting Champion Conor McGregor has launch Proper No. Twelve Irish Whiskey, with Eire Born Spirits to honor his hometown of Crumlin, his neighborhood in Dublin, which has the postcode “Dublin 12”.

McGregor is proud to introduce this exciting Irish whiskey to the world, launching in Ireland and the United States, with further expansion in 2019 and onward. McGregor, being the perfectionist that he is, took a detailed, time-intensive approach to creating his whiskey. Inspired by his pride for Ireland and his love of Irish whiskey, McGregor wanted to create his own whiskey that would match his high standards and make his country proud.

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For years, McGregor developed the brand under the project name "Notorious" through which came the foundation of what was to eventually become Proper No. Twelve.

It became a longer and more complicated project than originally expected, so McGregor turned to the world's oldest whiskey distillery, located in Ireland, with a proven history of quality whiskey making. He met David Elder, esteemed master distiller, previously of Guinness, and together they took painstaking measures to bring the whiskey to fruition.

"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," said McGregor.

Proper No. Twelve's global launch expression is a blend of the finest golden grain and single malt.  It is 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. I am the founder of this company and I am going to give it my all," he continued. 

It is important to McGregor to give back in a meaningful way. First responders exemplify his core values and those of Proper No. Twelve – commitment, loyalty and community – a "ONE FOR ALL" mentality.

"First responders all over the world are the unsung heroes who act with courage and answer the call of duty every day for people in need," McGregor commented. "I have great respect for these men and women."

Proud day! Today “Project Notorious” finally comes to life with the introduction of my new Irish Whiskey; Proper 12. I...

Posted by Conor McGregor on Monday, September 17, 2018

The company has committed to donate $5 for every case sold to local first responder organizations/charities, up to $1 million annually. The organizations/charities will be identified for each state and country around the world and donations will go directly to specific states and countries where sales take place.

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Conor McGregor and his new Irish whiskey Proper No. Twelve.