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The Loop

Conor McGregor launches most inevitable Irish whiskey brand ever

September 18, 2018

If, in the fallout of of last summer's Mayweather-McGregor fight, you put money on Conor McGregor getting in a pinch with the mob, attacking a bus full of co-workers, and launching an Irish whiskey brand before setting foot in the octagon again, well, good for you Nostradamus. Enjoy your new Ferrari. On Monday, McGregor, who faces off against Khabib Nurmagomedov at UFC 229 next month, officially announced his not-so-secret new Irish whiskey label, Proper No. Twelve, via Instagram, and it's already the next best thing to watching him get arraigned in Brooklyn court.

Code-named "Project Notorious" by McGregor himself (sigh), the new elixir is inspired by both McGregor's childhood growing up in the Dublin's Dublin 12 neighborhood and his grandfather Christopher "Jakes" Moore, who taught the fighter the ins and outs of whiskey distillation at probably too young of an age. Predictably, McGregor isn't backing down from a competitive Irish whiskey market, saying that while he respects other Irish whiskeys he is "coming in strong, with passion and with purpose." (And also maybe a roundhouse or two.)

The best part of Proper No. 12, however, is that McGregor will donate $5 of every case sold (up to $1 million annually) local first responder organizations/charities. The whiskey is now available in Ireland and the U.S. and is retailing for around $24.99, putting it in line with Jameson, Kilbeggan, and Bushmills at the affordable end of an increasingly bougie Irish whiskey market. How it stacks up to some of the best Emerald isle elixirs on earth remains to be seen, but hey, send us a bottle, Conor, and we'll let you know.