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Conor McGregor's Proper No. Twelve Irish Whiskey announces United Kingdom launch

EXPERT COLUMNIST
News
443   //    01 Mar 2019, 06:36 IST

The UK launch comes after the drink's launch in Ireland and Ame
The UK launch comes after the drink's launch in Ireland and America

What's the story?

Earlier today, Eire Born Spirits announced the launch of Proper No. Twelve Irish Whiskey in the United Kingdom. The whiskey brand is founded and owned by MMA and UFC champion Conor McGregor.

In case you didn't know...

McGregor - undoubtedly one of the world’s most iconic athletes - is the founder, chairman and majority owner of the company Eire Born Spirits. And this expansion comes on the heels of Proper No. Twelve’s record-breaking launch in Ireland and America.

Last year's introduction of Proper No. Twelve to the marketplaces of Ireland and USA created great excitement in the flourishing Irish whiskey industry as six months of supply sold within the first 10 days of release. A massive shortage called for McGregor to issue a rare apology, promising to remedy the out-of-stock-situation, which he did by air-freighting 25,000 cases into the USA in time for the holidays.

This next batch again sold out within days. Subsequently, Proper No. Twelve has become the most followed spirit brand in the world on Instagram, with over 575,000 followers in less than five months.

The heart of the matter

McGregor himself noted about the brand and its recent expansion: “It has been an incredible start for Proper No. Twelve, and I am humbled by the support of all our customers and most importantly the people who enjoy this proper Irish whiskey from a proper Irishman."

"Proper. No Twelve has arrived on UK shores! I predicted and foresaw the unprecedented demand that has emerged for Proper No. Twelve. It is made with Ireland’s best spring water and finest golden grain and single malt. It is pure liquid gold! It was my desire to have a great package and a fairly priced product for all. Proper No. Twelve is truly a ‘ONE FOR ALL’ brand," he added.

Proper No. Twelve’s global launch expression is a blend of the finest golden grain and single malt. It is produced at the oldest distillery on the island of Ireland, in an area known for its rich soil and pure spring water. Proper No. Twelve is complex and sophisticated, yet smooth and approachable with hints of vanilla, honey-like sweetness and toasted wood.

Added McGregor about his whiskey: "My success can be traced from the lessons I learned growing up, the values of loyalty and hard work. Proper No. Twelve is who I am. I respect other whiskeys, but we are not here to just take part, we are here to TAKE OVER... Entering the UK market continues my dream for Proper No. Twelve to become an iconic global brand. To the people of the UK, I say Sláinte!”

What's next?

The company has committed to donate $5 for every case sold to local first responder and emergency service organizations and charities, up to $1 million annually. The organizations will be identified for each country around the world and donations will go directly to specific countries where sales take place.

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EXPERT COLUMNIST
Darren Paltrowitz is a New York resident with over 15 years of entertainment industry experience. He began working around the music business as a teenager, interning for the manager of his then-favorite band Superdrag. In the years following, he has worked with a wide array of artists including OK Go, They Might Be Giants, Mike Viola, Tracy Bonham, Loudness, Rachael Yamagata, and Amanda Palmer. Darren's writing has appeared in dozens of outlets including the New York Daily News, Inquisitr, The Daily Meal, The Hype Magazine, All Music Guide, Guitar World, TheStreet.com, Format Magazine, Businessweek, The Improper, the L.A. Times, and the Jewish Journal. He is a member of the SATW and the IFWTWA organizations as a food and travel writer. Darren is also the host of the "Paltrocast With Darren Paltrowitz" podcast, as co-produced with PureGrainAudio. He is also the author of the book "Pocket Change: Your Happy Money," as published by Book Web Publishing.
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