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Conor McGregor’s Proper No. Twelve expected to soar to second biggest Irish whiskey brand in US

07 April 2022 By Christian Smith

After less than five years on the market, Conor McGregor’s Irish whiskey brand, Proper No. Twelve, is anticipated to surge to the number two spot for the Irish whiskey category in the United States amid strong growth in 2021.

Conor McGregor whiskey — Credit: Instagram/ thenotoriousmma

It’s fair to say that Conor McGregor doesn’t do things by half.

And if the latest figures are anything to go by, the ascent of his Proper No. Twelve Irish Whiskey towards the top of the pile could be almost as swift as his surge to UFC superstardom.

According to figures from Impact Data, the Irish Whiskey category has recovered from its first decline in almost 25 years in 2020 and is now on track to surpass total Scotch whisky consumption in the United States by 2025.

Poper No. Twelve certainly seems to be riding this wave – with 21% growth in 2021, the brand is now poised to climb to number two in the Irish whiskey category in the US. Conor McGregor’s whiskey brand also now boasts the accolade of being the fastest growing whiskey brand in the country, as per Nielsen data from brands producing more than 2,500 cases annually.

“Proud to announce that Proper No. Twelve has advanced it’s positioning in the Irish whiskey rankings this week with another giant leap forward towards our eventual number 1 spot! We are the fastest growing Irish whiskey in all of history and with the latest figures just released, our projections are, to put it lightly, simply unstoppable!” McGregor said in an Instagram post.

The brand cites its considerable social media following and accessible price point as among the ingredients of its success.

Last year, Conor McGregor sold a majority stake of Proper No. Twelve to Proximo Spirits in a deal worth a reported US$600 million. At the time, Proper No. Twelve partner Ken Austin revealed McGregor’s ambition to make the Irish whiskey a “multimillion case brand”.