Conor McGregor's whiskey brand will be called Proper Twelve.
The Notorious is the founder, chairman and majority owner of the company but couldn't use his octagon nickname for the brand as it had already been registered by a company in Carlow.
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Introducing a Proper Irish Whiskey, from a Proper Irishman. A blend of the finest golden grain and single malt with hints of vanilla, honey and toasted wood. Years in the making, available starting now in Ireland and the United States #PRPR12
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The name represents the area code of the location in Dublin where he grew up - Crumlin, Dublin 12.
In an Instagram caption about the product McGregor said, "I wanted to make an Irish whiskey emblematic of Irish culture as a whole, and something that would showcase the great skill we possess of distilling the best whiskey in the entire world."
He continued, outlining a charity element to the brand, "with each case we sell, my company will donate to the first responders in each district the case is sold in."
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Proud day! Today “Project Notorious” finally comes to life with the introduction of my new Irish Whiskey; Proper 12. I have spent a lifetime studying this craft under the tutelage of my late Grandfather on my mother’s side, Christopher “Jakes” Moore, and I have put just over 3 years into the making of this liquid alone. I introduce to you @ProperWhiskey! Proper Irish Whiskey, from a Proper Irish man! Born and bred in the Dublin suburb of Crumlin, Dublin 12. Proper Twelve is who I am. I wanted to make an Irish whiskey emblematic of Irish culture as a whole, and something that would showcase the great skill we possess of distilling the best Whiskey in the entire world. One of the many amazing skills we possess on this great island. Proper Twelve is crafted at Ireland’s oldest distillery. It is made with the Isle’s freshest spring water and finest golden grain and single malt – it is pure liquid gold! This is Ireland’s whiskey, and it is my gift to the world. Another proud announcement for me in this venture is that with each case we sell, my company will donate to the first responders in each district the case is sold in. This donation plan will be in operation all over the world. These are the men and women who run into buildings while everyone else is running out. They are our real life heroes – Proper Heroes I look forward to joining all of you in a PROPER salute soon. Sláinte 🥃🇮🇪
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The whiskey will launch in Ireland and the United States in 2019.
For now Conor is concentrating on his fight against Khabib Nurmagomedov at UFC 229 on October 6th.
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