Conor McGregor’s Eire Born Spirits have today announced the launch of Proper No. Twelve Irish Whiskey, a product which McGregor says he has been working on for three years.
According to today’s press release, McGregor chose the oldest licensed distillery in the world where he and master distiller, David Elder, created almost 100 blends before he chose the final proper blend.
“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.”
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Proud day! Today “Project Notorious” finally comes to life with the introduction of my new Irish Whiskey; Proper 12. I have spent a lifetime studying this craft under the tutelage of my late Grandfather on my mother’s side, Christopher “Jakes” Moore, and I have put just over 3 years into the making of this liquid alone. I introduce to you @ProperWhiskey! Proper Irish Whiskey, from a Proper Irish man! Born and bred in the Dublin suburb of Crumlin, Dublin 12. Proper Twelve is who I am. I wanted to make an Irish whiskey emblematic of Irish culture as a whole, and something that would showcase the great skill we possess of distilling the best Whiskey in the entire world. One of the many amazing skills we possess on this great island. Proper Twelve is crafted at Ireland’s oldest distillery. It is made with the Isle’s freshest spring water and finest golden grain and single malt – it is pure liquid gold! This is Ireland’s whiskey, and it is my gift to the world. Another proud announcement for me in this venture is that with each case we sell, my company will donate to the first responders in each district the case is sold in. This donation plan will be in operation all over the world. These are the men and women who run into buildings while everyone else is running out. They are our real life heroes – Proper Heroes I look forward to joining all of you in a PROPER salute soon. Sláinte 🥃🇮🇪
McGregor has also vowed to donate $5 for every case sold to local first responder organizations/charities, up to $1 million annually.
“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.”
The organizations and 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.
According to the press release, Proper No. Twelve is “complex and sophisticated yet smooth and approachable with hints of vanilla, honey and toasted wood.” The 80 proof whiskey will be available in McGregor’s homeland of Ireland and the United States this month.