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Proper No. Twelve rolls out ‘party bucket’ for Christmas bashes

11 November 2024 By Sophie Arundel

A new “ready-to-go party bucket” containing miniatures of Proper No. Twelve, the whiskey brand founded by MMA star Conor McGregor, has launched in time for festive gatherings.

Conor McGregor’s Proper No. Twelve Irish Whiskey brand has debuted an all-in-one party bucket to kickstart the festive season. Aptly named “The Proper Pregame”, the alternative format is designed to appeal to the party crowd by offering pre-measured serves –miniature 50ml bottles of Proper No. Twelve Original Irish Whiskey and Proper No. Twelve Irish Apple Whiskey (six of each), housed in a branded ice bucket.

The brand claims that the concept is “a first in the Irish whiskey category”.

Veering away from traditional formats, McGregor’s “party bucket” marks an intriguing departure from the traditional whiskey bottle sales model and speaks to a shift in how brands are approaching the consumer experience. More than ever, companies are exploring convenient formats, catering to the habits of younger consumers. By offering a ready-to-go whiskey experience, Proper No. Twelve seems to be staking a claim in the increasingly popular ready-to-drink (RTD) market.

Bold campaigns

The move also highlights the brand’s distinctive marketing edge. Since its 2018 launch by MMA star Conor McGregor, Proper No. Twelve has made a name for itself with bold campaigns and unconventional marketing moves, and this new product seems a continuation of that strategy.

As brands experiment with packaging formats to suit changing lifestyle demands, Proper No. Twelve’s Party Bucket could trigger further innovation from other companies aiming to stay ahead of the curve in a continuously competitive market.

The party bucket comes after McGregor embarked on a national search across Ireland for a “professional partier” in 2022. The fighting champ said he was on the hunt for a “heavy hitter and risk-taker” for the full-time position, which involved introducing Proper No. Twelve to whiskey fans in the US, hosting fight night viewing parties and bar events stateside.