Irish mixed martial arts (MMA) star and former UFC champion Conor McGregor announced on Monday the launch of his own whiskey, Proper No. Twelve Irish Whiskey, in Ireland and the U.S. this month.
Proper No. Twelve Irish Whiskey is produced by Erie Born Spirits, a company founded by McGregor, who will also serve as its chairman and majority owner, according to a press release. He has been referring to the venture as “Project Notorious.”
McGregor worked with master distiller David Elder to develop the blend. “We created close to one hundred blends and ultimately selected what we knew was the one and only proper whiskey blend. We took the time to develop an incredible whiskey and I’m excited to share it with the world,” McGregor said. The whiskey is described as “complex and sophisticated yet smooth and approachable with hints of vanilla, honey and toasted wood.”
Proper No. Twelve is named for the Dublin district from which McGregor hails, Dublin 12. “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 said, continuing, “I respect other Irish whiskeys, but I am coming in strong, with passion and with purpose. I am the founder of this company and I am going to give it my all.”
Proper No. Twelve will launch in liquor stores starting this month, retailing for $25 per 750-ml bottle (between €20 to €25), the Irish Post reports. In addition to its relatively affordable price tag, this whiskey gives back: $5 of every case, up to $1 million a year, will be donated to local first responders and charities.
“First responders all over the world are the unsung heroes who act with courage and answer the call of duty every day for people in need. I have great respect for these men and women,” McGregor said.
Mad respect, McGregor.
