Conor Mcgregor Wins Big With Proper Twelve Whiskey

Conor McGregor demands some of the highest pay-per-view payouts in the history of boxing, but outside of the big night, he is a clever distiller it would seem. A former UFC lightweight and featherweight champion, Conor is now the champion of the whiskey market, a rule some would say he was destined for given his Irish roots. Conor McGregor is now the very happy owner of the Proper No. Twelve whiskey line, which is valued at around $200 million.

Conor Teased the Whiskey Brand in 2017

While Proper No. Twelve did not hit the market until 2018, Conor hinted at its creation by walking into his post-fight press conference with a bottle of whiskey in hand. He saluted his audience with the bottle and then added "Notorius Irish Whiskey: Coming Soon." While he later changed the name, the five-second tease stirred up quite a bit of buzz and drew enough press to say people were definitely waiting to see what the champion would come up with.

Conor is Working With Celebrity Liquor Branding Genius Ken Austin

Ken Austin may be a hidden tool in Conor's arsenal because Ken has worked with a handful of celebrities before to create custom niche alcohol brands. He founded Tequila Avion in 2013 alongside Jeezu and just this past March 2020 launched Teremana tequila with Dwayne "The Rock" Johnson. This means he has a good idea of what a good brand needs to succeed or fall by the wayside. Austin stated that he knew that the packaging and branding had to be on point for Conor to succeed, and it appears they have been given the high price tag attached to the high-end whiskey. While most people think that Proper Twelve Whiskey is Conor's child, it was actually an idea put into play by Ken Austin who approached Conor McGregor and his manager Audie Attar with the idea.

Half of its Success Is Likely Due to Conor's Thick Irish Heritage

One of the reasons that Proper No. Twelve has probably succeeded is Conor's undeniable Irish heritage. Not only does he hail from the country, but he literally lives, breathes, and bleeds Irish culture on a daily basis. Conor celebrates his wins with the Irish flag draped over his shoulders, is known to use old Gaelic language during interviews, and walks out to the ring to the tune of an Irish rebel song. In short, Conor is the brightest symbol of Ireland on display right now, and it is his very derivative image that has made him the perfect representation of a cool glass of whiskey.