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Conor McGregor’s future with Proper No. 12 Irish Whiskey reportedly in question
Conor McGregor’s future role at the Irish whiskey brand he co-founded, Proper No. 12, appears uncertain, after a little-noticed line in drinks conglomerate Becle’s annual financial statement raised questions.
New and exclusive to Morrisons, introducing the notorious Conor McGregor’s very own Proper Twelve Irish Whiskey. With hints of vanilla, honey and toasted wood, serve it over ice topped up with cola. Pick up a bottle for £22 in store now. https://t.co/sFaSJasSda pic.twitter.com/cnE6ft0v8v
— Morrisons (@Morrisons) February 17, 2021
Becle had previously announced that it would be exercising its call option to take a 51% stake in Eire Born Spirits (EBS), owner of Conor McGregor’s Proper No. Twelve Irish whiskey.
EBS owns and markets the Proper No. Twelve blended Irish whiskey brand, which is made at Becle’s Old Bushmills Distillery in Northern Ireland.
“On February 23, 2021, the Company provided notice of the exercise of its call option to acquire 51% of the equity interests of EBS.” A line from the news release reads.
Conor McGregor, the mixed martial arts great and UFC star, founded Eire Born Spirit with his longtime manager, Paradigm Sports Management CEO Audie Attar, as well as spirits entrepreneur Ken Austin, back in 2018.
In a conference call cited by WhiskyCast after the press release, Proper No. 12 was referred to as the “fastest growing brand in the Irish whiskey category” by Proximo Spirits CEO Mike Keyes.
McGregor has been highly visible in promoting the brand, which has found its way onto boxing canvases and UFC promotions. However, WhiskyCast stated that when Becle was asked about the Irishman’s future role in the brand the company reportedly declined to comment, saying “we expect to announce further details upon the closing of the transaction.”
Conor McGregor lost his most recent UFC bout to Dustin Poirier by way of knockout in the second round of their hotly-anticipated clash.
Earlier this month, we reported news of Becle’s 20% sales rise. You can read more on that story here.
H/T: WhiskyCast