Conor McGregor dropped as the face of Proper No. 12 Whiskey after assault verdict in another massive blow to his brand

Conor McGregor's association with Proper No. 12 Whiskey has come to an end. The Irishman was dropped as the promotional face of the brand following the verdict of his civil case, where he was found liable for assaulting Nikita Hand, who alleged that McGregor had sexually assaulted her in a December 18 encounter.

In the wake of the trial's conclusion, major retailers like Tesco, Centra, Supervalu, Costcutters, and Carry threatened to pull Proper No. 12 Whiskey from their shelves due to its association with McGregor, who founded the brand back in 2018. In response, that tie has now been severed.

Irish Independent reports that Proximo Spirits, the company to whom McGregor and his business partners sold their majority stake in Proper No. 12 Whiskey back in 2021, will no longer use McGregor's likeness moving forward, as the Irishman had been an ambassador and essential facet to their marketing efforts.

"Since 2021, Proximo Spirits has been the 100pc owner of Proper No. 12 Irish Whiskey. Going forward, we do not plan to use Mr. McGregor's name and likeness in the marketing of the brand."

The end of this partnership between McGregor and Proper No. 12 Whiskey marks the latest development in the large wave of backlash the former UFC two-division champion has faced. Other instances of entities severing ties with him or otherwise disassociating with him include Scully Fitness' recent decision.

The gym, based in Corrandulla, County Galway, Ireland, recently painted over a mural of McGregor on its walls, marking a rare occasion where the public appears to have truly turned on the declining UFC star.

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IO Interactive has also severed ties with Conor McGregor

Conor McGregor's likeness was recently used in the 'Hitman: World of Assassination' video game, where he played an MMA fighter and target known as 'The Disruptor.' However, following the verdict of the civil case in which he was accused of sexually assaulting Nikita Hand, IO Interactive has cut all ties with him.

"In light of the recent court ruling regarding Conor McGregor, IO Interactive has made the decision to cease its collaboration with the athlete, effective immediately."

McGregor and all content relating to him was subsequently removed from the video game. Moreover, he has received criticism from those in the combat sports world, including Jake Paul and Mike Perry, who have well-publicized feuds with the Irishman.