Twelve while also remaining the face of the brand in all advertising and commercials. Moving forward, McGregor will still be just as active with Proper No. Twelve Irish Whiskey to Proximo Spirits in a deal. With this sale, McGregor becomes the latest celebrity to cash in on a branded liquor company after actors like George Clooney and Ryan Reynolds made similar moves in recent years and then cashed out with huge sums being paid to obtain control over the brand. The Irish superstar along with his partner and manager Audie Attar and spirits entrepreneur Ken Austin have sold a majority stake in Proper No. Since that time, McGregor and his partners have shipped over six million bottles of Proper No. Twelve in 2018, and demand for the Irish whiskey immediately produced sellouts at liquor stores across the United States. Twelve under their complete control.Īll parties involved with the deal, including Attar and Austin, will also remain with the company after the purchase. Proximo Spirits, the same company that produces Jose Cuervo tequila and Kraken rum, already owned 49 percent of the company, and this latest sale will put Proper No. Twelve to continue its incredible growth worldwide and to keep bringing new consumers to the now-reinvigorated Irish whiskey market.” “This agreement is exciting for my partners and me, and the potential is limitless! Twelve less than three years ago and today it has become a shining star in the spirits industry,” McGregor said in a statement. Twelve and remain a brand ambassador for the whiskey moving forward. Terms of the deal were announced on Tuesday following an initial report from Shanken News Daily.Īs part of the deal, McGregor will retain an interest in Proper No. Twelve Irish Whiskey to Proximo Spirits in a deal worth up to $600 million. The Irish superstar along with his partner and manager Audie Attar and spirits entrepreneur Ken Austin have sold a majority stake in Proper No. All rights reserved.Conor McGregor has added another nine figures to his growing bank account. Terms of Use and Privacy Policy and Safety Information / Your California Privacy Rights are applicable to you. ^ Back to Top ^ © 2023 ESPN Internet Ventures. "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. The tax on the manufacture ofwhiskey resulted in the profit on whiskey for many being. 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. The largest distillery in Terre Haute was the Alexander McGregor. ![]() Twelve is marketed or its brand identity, with McGregor still leading the way. 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. Proximo's new stake in the brand was not disclosed, nor was the length of the agreement. According to a news release Mexican beverage company Becle, best known for its Jose Cuervo tequila products, has fully acquired the Proper 12 whiskey brand from Conor McGregor. 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 to Proximo Spirits for $600MĬonor McGregor is no longer the majority owner of the whiskey brand he founded, but the UFC star has added to his growing fortune. You have reached a degraded version of because you're using an unsupported version of Internet Explorer.įor a complete experience, please upgrade or use a supported browserĬonor McGregor sells majority of whiskey brand Proper No.
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