Controversial MMA champion Conor McGregor has officially launched his Proper No. Twelve Irish Whiskey in Australia, just in time for St Patrick’s day over the weekend.

Australia is just the fourth country to have the whiskey, which has seen huge demand in the UK, Ireland and the United States, largely off the back of McGregor’s social media promotion of the brand.

McGregor said he and his team had worked hard on making the whiskey available before Sunday’s celebration of the patron saint of Ireland.

“Today marks another great achievement for Proper No. Twelve,” McGregor said.

“Landing in Australia before St. Paddy’s Day was my goal given the many thousands of requests we have had there since our Ireland, USA and UK launches.

“I appreciate the support from the people of Australia.  This is a proper Irish whiskey from a proper Irishman made with Ireland’s best spring water, fine golden grain and single malt.  It is pure liquid gold”.

He added: “Many ask where the name Proper No. Twelve comes from. I was born and bred in the Dublin suburb of Crumlin, Dublin 12 – this is a proper Irish whiskey and being a ‘Dublin 12 Man’ we named my brand Proper No. Twelve.

“My success can be traced from the lessons I learned growing up in D12, the values of loyalty and hard work. It is a brand made for all, not the select few. I respect other whiskeys, but we are coming in strong and with purpose.

“As of today, we have shipped close to 200,000 nine-litre cases, an unprecedented level but only the beginning for me and my Proper team.”

McGregor has also committed to donate $5 for every case sold to local first responder and emergency service organisations and charities, up to $1m.

“First responders and emergency personnel all over the world are the unsung heroes who act with courage and answer the call of duty every day for people in need,” said McGregor.

Proper No. Twelve is a 40 per cent ABV Irish Whiskey and is available now through Proximo Spirits.

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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