Conor McGregor Sells Majority Stake in Proper No. Twelve Whiskey for $600 Million

Regardless of what the future holds for his combat sports career, Conor McGregor is doing quite well financially.

McGregor and his partners, agent Audie Attar and Ken Austin, recently sold their majority share in Proper No. Twelve whiskey to Proximo Spirits for $600 million. Proximo Spirits, which owns Jose Cuervo and other alcohol brands, previously owned a 49 percent stake in the company. Shanken News Daily first reported the sale.

All three founders — McGregor, Attar and Austin — will still have an interest in the brand and will maintain active roles within the company. The reported $600 million figure includes $250 million already earned during Proper No. Twelve’s first two years in business with Proximo. Last year, Proximo increased its stake from 20 percent to the aforementioned 49 percent. The company’s new stake in the brand was not revealed. Proper No. Twelve was founded in 2018 and has since been heavily promoted by McGregor.

“Since introducing this brand with Conor and his partners just two and a half years ago, Proper No. Twelve has been the most exciting brand in the Irish whiskey category,” said Proximo CEO Mike Keyes. “The brand continues to grow at an unprecedented rate, and this agreement reflects Proximo’s commitment to expanding its presence in the whiskey category as a whole.”

The partnership is not expected to significantly alter the brand’s identity or the way it is marketed. Another big promotional push is expected for Proper No. Twelve ahead of McGregor’s trilogy bout against Dustin Poirier at UFC 264 in Las Vegas on July 10.

“Proper Twelve is my baby for life! I’m only warming up the barrels here!” McGregor told TheMacLife. “What I have in store for you all will not only take Proper Twelve to the absolute pinnacle of Irish whiskey, but of all spirits!”