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Conor McGregor unveils Proper No. 12 Irish Apple whiskey
UFC superstar and businessman Conor McGregor has channelled Steve Jobs in a video unveiling his whiskey brand’s new expression, Proper No. 12 Irish Apple.
McGregor has enjoyed considerable success with his Proper No. 12 Irish Whiskey brand, with a report from Impact Data last year suggesting it was set to become the number two Irish whiskey in the United States.
The Crumlin-born fighter, alongside business partners Audi Attar and Ken Austin, sold a majority stake in Proper No. 12 to Proximo Spirits for a reported US$600m, though McGregor is still heavily involved with promoting the Irish whiskey.
And now, ‘Mystic Mac’ has appeared in a new video advertising the launch of a new expression, Proper No. 12 Irish Apple, in which he appears to be channelling Steve Jobs as he delivers a tech-style presentation to unveil the liquid.
“Ladies and gentlemen, every once in a while a revolutionary product comes along that changes everything,” he said in the video.
“In 2018 we introduced Proper No. Twelve Irish Whiskey, a rich and smooth blend of triple distilled malt and grain aged for four years in bourbon barrels.
“Well now we have a new revolutionary product. This is Proper No. Twelve Irish Apple, a blend of award-winning Proper No. Twelve Irish Whiskey with notes of crisp and juicy Irish apple.”
The reaction to the tongue-in-cheek ad has been positive on the whole.
“Promote the person who came up with this idea for the marketing campaign. It’s awesome,” one Twitter user wrote, while a second added, “That’s great marketing. Loved it”.
You can watch the video for yourself here:
Drink Different!
Introducing a new revolutionary product from our storied distillery, Proper No. Twelve Irish Apple—a blend of my award-winning Proper No. Twelve Irish whiskey with notes of crisp and juicy Irish apple.
How do ya like them apples! @properwhiskey pic.twitter.com/7rEVLPLOIf
— Conor McGregor (@TheNotoriousMMA) February 7, 2023
Proper No. Twelve Irish Apple is available in select stores nationwide in the United States, and on Drizly with an SRP of US$24.99.
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