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Conor McGregor Launching His Own Irish Whiskey Before UFC 229

September 17, 2018 | Posted by Joseph Lee
Conor McGregor

GQ reports that Conor McGregor has launched his own brand of Irish whiskey, called Proper no. Twelve. It comes from his company Eire Born Spirits and was named after McGregor’s hometown. Instead of simply endorsing a drink, he developed his own that he was confident in and wanted to promote. He got help from distiller David Elder.

He said: “I come from a place called Crumlin, in Dublin 12. It’s a place dear to my heart. It’s where I learned how to fight; it made me who I am today. It’s a place I’m still very much a part of every single day of my life. We created close to 100 blends and ultimately selected what we knew was the one and only proper whiskey blend. Growing up on the streets of Dublin 12, I learned the values of loyalty and hard work. I respect other Irish whiskeys, but I am coming in strong, with passion and purpose. I am the founder of this company and I am going to give it my all.”

The whiskey is described as “a complex and sophisticated spirit that delivers a smooth taste with hints of vanilla, honey and toasted wood.”

McGregor toasted “first responders” at the product’s launch: “They are the unsung heroes who act with courage and answer the call of duty every day for people in need.

He will donate $5 from every case sold (up to a million annually), will go to local first responder organizations and charities worldwide.

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Conor McGregor, Joseph Lee