When Conor McGregor launched Proper No. Twelve Irish whiskey in September 2018, industry veterans doubted whether the brash UFC fighter could compete in the crowded Irish whiskey market dominated by 230-year-old Jameson. Less than three years later, McGregor sold majority ownership to Proximo Spirits for $600 million, making it one of the most successful celebrity spirits launches in history.
How did a fighter with no distillery experience build the fourth most popular Irish whiskey brand in the world? How did Proper No. Twelve ship over 500,000 cases in just 2.5 years and threaten Jameson’s American dominance?
The Proper No. Twelve Results:
- Total deal value: $600 million for majority stake (April 2021)
- Time to exit: 2.5 years from launch to sale
- Cases shipped: 500,000+ nine-liter cases in first 2.5 years (6+ million bottles)
- Market ranking: 4th largest Irish whiskey globally, 3rd in United States
- US market share: 309,000 cases sold (2023), breathing down Tullamore DEW’s neck
- Growth rate: 21% year-over-year growth (2021), 12% growth (2022-2023)
- McGregor’s earnings: Estimated $125-130 million from sale
- Social media leverage: 50 million+ followers across platforms driving zero-cost marketing
The story of Proper No. Twelve reveals how McGregor combined authentic Irish identity, aggressive marketing, accessible pricing, and strategic distribution to disrupt a centuries-old category and cash out at the perfect time.
How Proper No. Twelve Started: From Gym Idea to Whiskey Empire
The Idea Born in a Dublin Gym
The origin story of Proper No. Twelve actually begins with a different man. Artem Lobov, McGregor’s former sparring partner and training companion, claims he came up with the idea around September 2017 at a Dublin gym. According to Lobov’s 2023 lawsuit against McGregor, he suggested that the fighter lend his name to an Irish whiskey brand and conducted research and negotiations with Cork-based distilleries.
However, the business quickly pivoted from Lobov to a more experienced team. McGregor partnered with his manager Audie Attar (CEO of Paradigm Sports Management) and spirits entrepreneur Ken Austin, who had previously launched Tequila Avion with rapper Jeezy in 2013 and worked for E&J Gallo and Seagrams.
The Founding Team:
- Conor McGregor: Face of brand, social media marketing engine, Irish authenticity
- Audie Attar: Manager and business strategist from Paradigm Sports Management
- Ken Austin: Spirits industry veteran with track record in celebrity alcohol brands
- Proximo Spirits: Initial 20% partner (2018), then 49% (2020), then majority owner (2021)
- Manufacturing: Old Bushmills Distillery in Northern Ireland (blended whiskey)
Why “Proper No. Twelve”?
The name carries personal significance for McGregor. “Twelve” references Crumlin, the Dublin 12 postal district where McGregor grew up in working-class Ireland. “Proper” reflects his authentic connection to Irish culture despite his global fame and fortune.
Unlike many celebrity spirits that feel like licensing deals, McGregor positioned Proper No. Twelve as genuinely Irish. Every bottle features McGregor’s image, his signature, and Irish imagery. The whiskey itself is blended at the historic Old Bushmills Distillery in Northern Ireland, combining malt whiskey from Bushmills with grain spirit.
Launch Strategy:
- Launch date: September 2018 in Ireland and United States
- Initial markets: Ireland, US first, then UK and Australia
- Price point: $25-30 per bottle (accessible versus premium $50-100 Irish whiskeys)
- Distribution: Strategic retail partnerships and online sales
- First six months: Entire supply sold out within 10 days of availability
- First year: 38,200 cases shipped globally
The accessible price point proved crucial. While premium Irish whiskeys commanded $50-100+ per bottle, Proper No. Twelve competed with Jameson ($25-35) while offering the McGregor celebrity factor.
Proper No. Twelve Growth: 2018-2021
The Social Media Marketing Machine
McGregor’s greatest asset wasn’t distillery expertise or alcohol industry connections. It was his 50 million+ social media followers across Instagram (37 million+), Twitter, and Facebook. Every post featuring Proper No. Twelve delivered free advertising worth millions of dollars.
McGregor didn’t just occasionally mention the whiskey. He made it central to his public persona. Bottles of Proper No. Twelve appeared constantly in his Instagram feed alongside luxury watches, cars, yachts, and private jets. He brought cases to UFC press conferences, victory celebrations, and public appearances.
Social Media Impact:
- Instagram reach: 37 million+ followers receiving constant Proper No. Twelve content
- Total social reach: 50 million+ across all platforms
- Zero paid advertising: Organic posts delivered millions in free marketing value
- Brand integration: Proper No. Twelve logo appeared on UFC canvas during McGregor fights
- Authenticity factor: McGregor genuinely drinks and promotes the whiskey, not just licensing his name
The authenticity mattered. As Ken Austin explained, McGregor is the embodiment of Irish identity for Americans. He walks into the Octagon draped in the Irish flag, uses Gaelic phrases in interviews, celebrates with Irish rebel songs, and plays the “fast-talking, quick-witted, short-tempered brawler” stereotype Americans associate with Ireland.
Disrupting Jameson’s American Dominance
The biggest threat Proper No. Twelve posed wasn’t to small Irish whiskey brands. It was to Jameson, the 240-year-old global leader that accounts for 25% of parent company Pernod Ricard’s total sales.
When Proper No. Twelve launched in late 2018, Jameson sold 7.3 million cases annually. By 2019, Irish whiskey sales in the United States surpassed $1 billion for the first time with 4.7 million cases sold, marking 9.4% growth. Analysts attributed Jameson’s growth slowdown partly to Proper No. Twelve stealing market share.
Market Impact:
- 2018: Irish whiskey hits $1 billion in US sales for first time
- 2019: Proper No. Twelve ships 213,800 cases (up from 38,200 in 2018)
- 2019 ranking: 4th most popular Irish whiskey globally behind Jameson, Tullamore DEW, Bushmills
- Brands surpassed: Paddy, Kilbeggan, Powers, Teeling, Redbreast, The Dubliner
- Jameson impact: Growth slowdown attributed partly to Proper No. Twelve competition
- 2020: 500,000+ cases shipped total in first 2.5 years
Industry analyst Edward Mundy from Jeffries explained the problem for Jameson: “The informal ambition is for Pernod Ricard in the US to grow ahead of the market. If Jameson is disrupted by Proper No. Twelve, this makes this ambition harder to achieve.”
The $600 Million Proximo Deal: How McGregor Cashed Out
The Progressive Buyout Structure
The $600 million sale announced in April 2021 wasn’t a single transaction. It was the culmination of a progressive buyout structure established when Proper No. Twelve launched in 2018.
“When we started this business with Proximo, we basically laid out certain hurdles that would allow them to buy pieces of the company over time,” Ken Austin explained to Shanken News Daily.
Buyout Timeline:
- 2018 launch: Proximo Spirits takes initial 20% stake as distribution partner
- 2020: Proximo exercises options to increase stake from 20% to 49%
- April 2021: Proximo acquires majority stake (51%+ not disclosed) for total $600 million deal
- Total paid: $600 million includes $250 million paid during first two years plus final payment
- McGregor’s share: Estimated $125-130 million based on ownership split with Attar and Austin
- Retained stake: McGregor, Attar, and Austin maintain minority ownership and active roles
Importantly, the $600 million figure includes the $250 million Proximo already paid during Proper No. Twelve’s first two years in business. The April 2021 transaction represented the final payment bringing the total to $600 million, not $600 million in new cash.
Why Proximo Wanted Proper No. Twelve
Proximo Spirits, owned by Mexican beverage company Becle (formerly Cuervo), had strong reasons to acquire full control of Proper No. Twelve despite the premium price.
Proximo’s portfolio includes Jose Cuervo tequila (the world’s best-selling tequila), Bushmills Irish whiskey, Kraken rum, and other spirits brands. Proper No. Twelve gave them the fastest-growing Irish whiskey brand with a built-in marketing machine (McGregor) and explosive growth trajectory.
Strategic Value for Proximo:
- Growth rate: 21% year-over-year growth (2021) when competitors saw single-digit growth
- Market position: 4th globally, 3rd in crucial US market where Irish whiskey generates $1 billion+ annually
- Celebrity power: McGregor’s 50 million+ social media followers provide ongoing free marketing
- Synergy: Bushmills distillery produces Proper No. Twelve, allowing production control
- Young demographic: Proper No. Twelve appeals to younger drinkers (25-45) versus traditional Irish whiskey consumers
- Price accessibility: $25-30 price point captures mass market while maintaining profit margins
Proximo CEO Mike Keyes praised the deal: “It is rare to see a celebrity impact a brand the way Conor McGregor has Proper No. Twelve Irish Whiskey. I have not seen many brands in the spirits industry catapult to this level of success in such a short period of time.”
Proper No. Twelve Performance: 2021-2025
Maintaining Momentum After the Sale
Unlike some celebrity brands that fade after the founder cashes out, Proper No. Twelve has maintained strong performance under Proximo’s full ownership. McGregor remains actively involved as brand ambassador and continues promoting the whiskey constantly on social media and at UFC events.
Post-Sale Performance:
- 2021: Positioned to become 2nd largest Irish whiskey in US market
- 2022: Ranked 10th most-sold Irish whiskey in US market
- 2023: 309,000 cases sold in US, 3rd place behind Jameson (3.9M) and Tullamore DEW (317,000)
- 2022-2023 growth: 12% increase when competitors saw slower growth
- Global ranking: Maintained 4th place worldwide among Irish whiskey brands
- Product expansion: Apple-flavored edition launched, premium single malt releases
The brand’s performance is particularly impressive given the overall Irish whiskey market faced headwinds. After nearly 25 years of continuous growth, Irish whiskey saw its first decline in 2020 due to COVID-19 closures. Proper No. Twelve’s ability to maintain double-digit growth during this period demonstrated strong brand loyalty.
Current Distribution and Product Line
As of 2025, Proper No. Twelve operates globally with expanded product offerings beyond the original blended Irish whiskey.
Distribution Channels:
- Geographic reach: United States, Ireland, United Kingdom, Australia, Dubai, and expanding markets
- US retail: Major liquor chains, bars, restaurants, UFC venues, online retailers
- International: Duty-free, travel retail, local distributors in each market
- UFC integration: Logo on canvas during McGregor fights, venue sponsorships
Product Portfolio:
- Original Proper No. Twelve: Blended Irish whiskey, 40% ABV, $25-30 price point
- Proper No. Twelve Apple: Apple-flavored whiskey targeting flavored spirits trend
- Premium releases: 13-year single malt from Bushmills Distillery, limited editions
- Packaging: Standard 750ml bottles, limited edition releases, gift sets
The premium line extension shows strategic evolution. While the original $25-30 blended whiskey captures mass market, the 13-year single malt priced at $80-150 targets premium consumers and fights the perception that Proper No. Twelve is “just” celebrity whiskey.
The Controversy: Dropped by Parent Company 2024
The Sexual Assault Verdict
In November 2024, Proper No. Twelve faced its biggest crisis. Conor McGregor lost a civil sexual assault case in Dublin, with a jury awarding the plaintiff €248,000 in damages. McGregor denied wrongdoing and plans to appeal, but the verdict had immediate business consequences.
Proximo Spirits parent company Becle announced McGregor no longer holds any ownership stake in Proper No. Twelve and would not appear in future promotional materials. A Becle spokesperson confirmed: “McGregor no longer has an ownership stake in the brand and will not appear in promotional materials.”
Crisis Impact:
- Ownership: McGregor’s remaining minority stake apparently bought out by Becle/Proximo
- Marketing: McGregor removed from future advertising and promotional campaigns
- Brand identity: Proper No. Twelve must establish identity beyond McGregor’s persona
- Sales impact: Too early to measure long-term effects on brand performance
- Precedent: Similar to other celebrity brands distancing from controversial founders
This creates enormous challenge for Proper No. Twelve. The brand was built entirely on McGregor’s personality, Irish identity, and social media presence. Can the whiskey succeed without the man who made it famous?
The Artem Lobov Lawsuit
Separately, McGregor faces legal action from Artem Lobov, his former training partner who claims he originated the Proper No. Twelve concept and deserves 5% of sale proceeds.
Lobov claims he came up with the idea in September 2017, conducted research and distillery negotiations, then was “muscled out” when Audie Attar and Ken Austin took over. He seeks approximately $30 million based on the $600 million sale valuation.
Legal Battle Details:
- Lobov’s claim: 5% ownership based on oral agreement at Dublin gym (September 2017)
- McGregor’s counter: Offered $1 million ex-gratia payment which Lobov rejected
- Evidence: Text messages where Lobov allegedly said “I will not take a cent” from whiskey deal
- Court ruling: Judge ordered McGregor to disclose sale price information for trial
- Status: Case ongoing as of 2025
The Bottom Line: What Makes Proper No. Twelve Successful?
Conor McGregor’s Proper No. Twelve journey from September 2018 launch to $600 million sale in April 2021 represents one of the fastest celebrity spirits exits in history. Shipping 500,000+ cases in 2.5 years and reaching 4th place globally among Irish whiskey brands demonstrated genuine business success beyond celebrity hype.
Why Proper No. Twelve Succeeded:
- Authentic connection: McGregor’s genuine Irish working-class identity resonated with consumers versus manufactured celebrity brands
- Social media power: 50 million+ followers provided free marketing worth tens of millions annually
- Accessible pricing: $25-30 price point competed with Jameson while adding celebrity factor
- Strategic timing: Launched during Irish whiskey boom when US sales hit $1 billion milestone
- Experienced partners: Ken Austin’s spirits industry background prevented rookie mistakes
- Quality product: Blended at historic Bushmills distillery maintained credibility versus cheap celebrity cash-grab
The progressive buyout structure proved brilliant. Rather than selling completely at launch, McGregor retained majority ownership while Proximo handled production and distribution. This allowed the founders to capture upside from rapid growth before selling at peak valuation.
Key Success Factors:
- Celebrity as product: McGregor didn’t just endorse Proper No. Twelve, he embodied it through constant promotion
- Market disruption: Proper No. Twelve threatened Jameson’s dominance, forcing established brands to respond
- Demographic targeting: Appealed to younger UFC fans (25-45) versus traditional Irish whiskey consumers (40+)
- Distribution intelligence: Proximo partnership provided immediate access to major retailers and bars
- Timing the exit: Sold majority stake after 2.5 years at peak growth before potential market saturation
- Retained involvement: McGregor stayed active post-sale maintaining brand momentum (until 2024 controversy)
The Kylie Cosmetics comparison is striking. Where Kylie Cosmetics faced Forbes controversy over inflated revenue claims, Proper No. Twelve delivered verified growth. The brand shipped 38,200 cases year one, 213,800 cases year two, then 500,000+ total by sale. These numbers appeared in industry publications and Becle’s public filings.
Lessons for Celebrity Brands:
- Authenticity matters: Consumers detect manufactured celebrity endorsements versus genuine founder involvement
- Price strategically: Premium pricing works only with premium quality, accessible pricing captures larger market
- Leverage unique advantages: McGregor’s social media reach provided marketing no ad budget could match
- Partner with experts: Ken Austin’s spirits experience complemented McGregor’s celebrity power
- Know when to sell: 2.5 years captured rapid growth phase before potential market maturity
- Maintain involvement post-sale: McGregor’s continued promotion justified Proximo’s investment (until controversy)
Current Reality 2025:
- Sales position: 3rd largest Irish whiskey in US (309,000 cases in 2023)
- Growth rate: 12% year-over-year maintaining momentum
- McGregor’s role: Removed from brand after November 2024 verdict
- Future challenge: Establishing brand identity independent of controversial founder
- Market conditions: Irish whiskey category remains strong with $1 billion+ US sales
The November 2024 verdict and McGregor’s removal from the brand marks a critical turning point. Can Proper No. Twelve maintain its 3rd place US ranking and 12% growth without the man who built it? The answer will determine whether the brand was truly about the whiskey or always about McGregor.
For the founders, the $600 million exit already secured victory. McGregor earned an estimated $125-130 million, Attar and Austin split the remainder. Compared to George Clooney’s $1 billion Casamigos tequila sale or Ryan Reynolds’ $610 million Aviation Gin sale, Proper No. Twelve ranks among the most successful celebrity spirits exits.
Whether Proper No. Twelve maintains momentum or fades without McGregor, the achievement stands: a UFC fighter with no spirits experience built the 4th largest Irish whiskey brand globally in under three years, disrupted 240-year-old Jameson’s market dominance, and walked away with $125+ million. That’s a proper success story.
