Conor McGregor’s Proper Twelve whiskey worth $600 million

By Marie-France 3.05.2021

Proper Twelve, Conor McGregor’s whiskey was acquired by Proximo Spirits who already owned 49% for $600 million.

MMA fighter Conor McGregor’s Irish whiskey brand became worth $600 million in just three years. The transaction to sell his whiskey began in March and was acquired by Becle’s Proximo Spirits, the Mexican liquor company known for brands such as Jose Cuervo tequila.

Of the $600 million already Conor McGregor and his partners, his manager Audie Attar and entrepreneur Ken Austin, had already received $250 million from Proximo Spirits, who already owned 49% of the brand.

“In just under 3 years, we went from a dream to the biggest Irish Whiskey in the world! A HUGE step for Proper No. Twelve today as we now forge ahead…“, the fighter said on his Twitter account @TheNotoriousMMA.

Wow!! In just under 3 years, we went from a dream to the biggest Irish Whiskey in the world!
A HUGE step for Proper No. Twelve today as we now forge ahead… ❤️https://t.co/TZCI18YdZ2 pic.twitter.com/7PbMQv7QXN

— Conor McGregor (@TheNotoriousMMA) April 27, 2021

Over the past 12 months the brand tasted success, selling no less than 345,000 cases. In a press release from Shanken News Daily, Proximo Spirits CEO Mike Keyes confirmed that the deal stemmed from the incredible success Proper Twleve acquired in such a short time. Plus, from for not doubting the brand’s bright and triumphant future.

“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,” Keyes said.

“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.”

Conor McGregor

Launched in 2008 by Eire Born Spirits, Proper No. Twelve is a brand of Irish whiskey launched by the fighter and his manager Audie Attar. This whiskey was a driving force for sales in the Irish whiskey category. In fact, it reached $1 billion in the United States for the first time in history.

Although the brand is now part of Proximo Spirits, Conor McGregor should remain Proper Twelve’s ambassador. It should be noted that “The Notorious” remains a minority shareholder, retaining some shares.

Don’t drink and drive. Enjoy responsibly.