Conor McGregor Launches Signature Irish Whiskey Ahead of UFC 229

Former UFC two-division champion Conor McGregor continues to expand his reach outside the Octagon.

Ahead of his massive UFC 229 title bout with Khabib Nurmagomdov, McGregor has launched his own whiskey set for release in Ireland and the United States this month. The whiskey is called Proper No. Twelve and is produced by McGregor’s company, Eire Born Spirits.

"I come from a place called Crumlin, in Dublin 12," McGregor told GQ. "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.”

McGregor worked with master distiller David Elder, “creating close to 100 blends” before finding the right whiskey blend. Per GQ, “the result is a complex and sophisticated spirit that delivers a smooth taste with hints of vanilla, honey and toasted wood.”

McGregor has pledged to donate $5 from every case of Proper No. Twelve sold to first responder organizations around the world, which could raise up to $1 million annually.

"Growing up on the streets of Dublin 12, I learned the values of loyalty and hard work," McGregor said. "I respect other Irish whiskeys, but I am coming in strong, with passion and 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

A post shared by Conor McGregor Official (@thenotoriousmma) on Sep 17, 2018 at 10:22am PDT