"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. Twelve has been the most exciting brand in the Irish whiskey category," Keyes said. "Since introducing this brand with Conor and his partners just two and a half years ago, Proper No. Twelve to be a "multimillion case brand," and he believes it will get there. Another big push is expected for the Irish whiskey around McGregor's trilogy fight with Dustin Poirier at UFC 264 on July 10 in Las Vegas.Īustin said McGregor wants Proper No. Twelve is marketed or its brand identity, with McGregor still leading the way. Twelves Triple Distilled Irish Whiskey is an ultra-smooth blend of golden grain and single malt with hints of vanilla. Keyes and Austin told Shanken News Daily that the new deal won't affect how Proper No. "I'm only warming up the barrels here! 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!" "Proper Twelve is my baby for life!" McGregor said in a statement to his website, The Mac Life. Mike Keyes, Proximo's CEO, told Shanken News Daily that McGregor, Attar and Austin will retain an interest in the brand and maintain active roles. It’s a good introduction to Irish Whiskey and its delicate flavor means it works incredibly well in Irish Coffee. Proximo's new stake in the brand was not disclosed, nor was the length of the agreement. Clontarf 1014 As Sean Muldoon of perennial best bar in the world The Dead Rabbit told us a few years back, This whiskey is made up of 90 grain and 10 malted barley, meaning it is light, floral and slightly sweet. Twelve was founded in 2018 and has been promoted vigorously by McGregor, the most popular star in UFC history. The $600 million will go to brand co-founders McGregor, his agent Audie Attar of Paradigm Sports Management and their partner Ken Austin, who told the publication that the sum includes the $250 million the team already earned in the brand's first two years in business with Proximo. Proximo previously held a 49% stake in the company. Twelve Irish whiskey in a deal worth up to $600 million, both sides told spirits trade publication Shanken News Daily on Tuesday. Proximo Spirits, a company that owns Jose Cuervo and other alcohol brands, has acquired a majority stake in Proper No. Twelve Whiskey.Conor McGregor is no longer the majority owner of the whiskey brand he founded, but the UFC star has added to his growing fortune. Our Master Distiller selects casks that hold the rich character needed to craft Proper No. Our spirit slowly ages developing through the years flavours of vanilla, honey and toasted wood.īLENDING | The blending of sweet Irish grain spirit and single malt Irish whiskey lies at the heart of Proper No. MATURATION | Our coopers hand-select the finest former bourbon barrels in which to age our proper whiskey. A third distillation in the spirit still, creates a cut above 80% alcohol. After the first distillation, the strength of the spirit is increased through a second distillation with a low wine still. Using a traditional roller mill, the malt barley is then turned into a fine grist.įERMENTATION | After mashing, the natural fermentation process produces the wash (essentially beer) with over 8% alcohol.ĭISTILLATION | The traditional triple distillation method uses copper pot stills, which create and fine-tune the proper character. MILLING & MASHING | The finest barley is steeped, germinated and gently air dried. Twelve retails at 24.99 and is bottled at 40 ABV (80 proof). It exemplifies their common soul of fellowship, steadfastness, and diligent work. Twelve pays praise to the founder, Conor McGregor, and his neighborhood of Crumlin, Dublin 12. Our master distiller and I set out to craft something flavorful that stays. It's matured at least three years in bourbon barrel and offers hints of vanilla, nectar like sweetness and toasted wood. Personalize Your Bottle For Any Occasion. Twelve is smooth and offset with a fine mix of brilliant grain and full seasoned malted grain. Distilled, aged, and packaged in Ireland, Proper No. Presenting Conor McGregor's own brand of Irish Whiskey. Twelve’s Triple Distilled Irish Whiskey is an ultra-smooth blend of golden grain and single malt with hints of vanilla, honey and toasted wood for a rich complexity.
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