PROPER-NO-TWELVE-IRISH
The Proper No. Twelve Irish Whiskey founding team, led by global icon Conor McGregor, and Proximo Spirits, Inc. (“Proximo”), are pleased to announce that they have reached a long-term agreement to continue their record-breaking collaboration on the Proper No. Twelve brand. Mr. McGregor will retain an interest in Proper No. Twelve and will remain actively engaged in the promotion of the brand.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20210427005861/en/
“I founded Proper No. Twelve less than three years ago and today it has become a shining star in the spirits industry,” McGregor said. “This agreement is exciting for my partners and me, and the potential is limitless! Our vision is for Proper No. Twelve to continue its incredible growth worldwide and to keep bringing new consumers to the now-reinvigorated Irish whiskey market.”
The Proper No. Twelve founding team consists of McGregor, his manager and business partner Audie Attar, and spirits industry entrepreneur Ken Austin. In just two and a half years since its launch, Proximo and this team have built Proper No. Twelve into a highly recognized, record-breaking growth brand. Proper No. Twelve’s Instagram handle, @properwhiskey , has amassed nearly a million followers and is the most-followed social media account in the spirits industry.
“Conor McGregor, Proximo and our partners have taken the spirits world by storm,” said Mike Keyes, President & CEO of Proximo. “When we launched, the Irish whiskey market was dominated by one brand. Now, Proper No. Twelve has disrupted the category and has become a leading brand in the industry. We are thrilled with what we and our partners have achieved in growing Proper No. Twelve to this point, and we look forward to continued success together. This agreement also demonstrates Proximo’s commitment to expand its presence in the fastest-growing segments of the spirits industry.”
Ken Austin, Co-Founder and Co-Chairman of Proper No. Twelve added, “We launched Proper No. Twelve just a few years ago and our efforts have been magical. I am proud of our team and even more proud that we have been able to use this business as a platform to give back by donating millions of dollars to first responders around the world.”
The brand has shipped more than 500,000 nine-liter cases (over 6 million bottles) in eight distinct international markets in the first two and a half years of business, with additional territories on the horizon. McGregor, Attar and Austin will continue to work closely with Proximo in building the brand to even greater heights.
“Conor and I started to dream about building our own brands and companies from the beginning of our journey together, which was roughly a decade ago. We brought that dream to reality,” said Audie Attar, CEO of Paradigm Sports, and Co-Founder of the brand. “We could not be prouder of our team and the success we’ve all built together. We are excited for the next phase of this incredible brand: making Proper No. Twelve the leading Irish whiskey in the world.”
“It is rare to see a celebrity impact a brand the way Conor McGregor has Proper No. Twelve Irish Whiskey, and I have not seen many brands in the spirits industry catapult to this level of success in such a short period of time. This agreement is a vote of confidence in the incredible potential of this brand and a testament to the incredible work of Conor, Audie, Ken and the Proper No. Twelve team, as well as the efforts of Proximo and its distributors, who have all made this success possible,” said Mr. Keyes.
The terms of the agreement are confidential.
About Proper No. Twelve Irish Whiskey
Numerous Irish whiskey makers sought McGregor’s endorsement over the years, but as a true born and bred Irishman, he did not want to simply endorse an Irish whiskey. Inspired by his pride for Ireland and his love of Irish whiskey, McGregor’s entrepreneurial and philanthropic spirit drove him to create his own whiskey that would match his high standards and make his country and the world proud. McGregor, his manager and business partner Audie Attar, and spirits industry entrepreneur Ken Austin developed the whiskey under the project name “Notorious,” which eventually became Proper No. Twelve. “We took the time to develop an incredible whiskey, made at the oldest and most respected whiskey distillery in the world, and the world has responded with unprecedented demand,” said McGregor. Visit www.properwhiskey.com and follow on Instagram @properwhiskey.
About Proximo
Proximo is a global innovator of quality spirits that create excitement with every sip. Its unique portfolio of brands includes the world’s best-selling tequila, Jose Cuervo®, the most-awarded tequila in the world, 1800® Tequila, Mexico’s best-selling premium tequila, Gran Centenario® Tequila, Bushmills® Irish Whiskey, Stranahan’s Rocky Mountain Single Malt Whiskey, The Kraken® Black Spiced Rum, TINCUP® American Whiskey and Boodles® British Gin. www.proximospirits.com
View source version on businesswire.com: https://www.businesswire.com/news/home/20210427005861/en/
Link:
About Business Wire
Subscribe to releases from Business Wire
Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.
Latest releases from Business Wire
Belkin Achieves Qi2.2 Certification for Its Upcoming Products, Unlocking the Future of 25W Wireless Charging15.7.2025 19:06:00 CEST | Press release
With Qi2.2 certification, Belkin reinforces its commitment to quality, safety, and performance for the next generation of wireless charging Belkin, a leading consumer electronics brand for over 40 years, today announced it has received official Qi2.2 certification from the Wireless Power Consortium (WPC) for its upcoming products. As one of the first accessory brands to deliver Qi2.2-certified devices, Belkin is helping bring the next generation of wireless charging to market – enabling faster wireless charging speeds, broader compatibility, and improved performance for consumers. Belkin’s close partnership with the WPC since 2015 has been instrumental in bringing these advancements to consumers. As an early adopter and long-time contributor to WPC standards, Belkin was selected as one of a small group of trusted manufacturers to test and certify Qi2.2 products ahead of the broader industry rollout. All Belkin products undergo rigorous safety, quality, and performance testing. The comp
Cessna Grand Caravan EX to Feature New Executive Interior Options, Expanding Opportunities for Elevated Missions15.7.2025 18:05:00 CEST | Press release
The legendary Cessna Grand Caravan EX will now feature three new executive interior schemes for customers to select when designing their aircraft cabin. The Lunar, Obsidian and Saddle Sport interiors join the existing Canyon and Savanna schemes, providing a broader range of standard choices. The new interior options are available to customers starting this month and allow them to further tailor the interior of their aircraft based on their personal preference or mission. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250715021096/en/ Cessna Grand Caravan EX to feature new executive interior options, expanding opportunities for elevated missions (Photo Credit: Textron Aviation) The Cessna Grand Caravan EX is designed and manufactured by Textron Aviation Inc., a Textron Inc. (NYSE:TXT) company. Premium versions of each of the new interiors are also available, featuring quilted seat stitching and plush carpet, providing an elev
7 Million Tokens Sells Out in less than One Hour—$MBG Token Pre-Sale Shatters Expectations15.7.2025 17:27:00 CEST | Press release
MultiBank Group, the world’s largest and most regulated financial derivatives institution, has set a new benchmark in digital asset launches. The Group’s $MBG Token Pre-Sale sold out in less than one hour with all 7 million tokens fully subscribed across MultiBank.io and Uniswap. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250715055611/en/ The Group’s $MBG Token Pre-Sale sold out in less than one hour with all 7 million tokens fully subscribed across MultiBank.io and Uniswap. Commenting on the success of the Pre-Sale, Naser Taher, Founder and Chairman of MultiBank Group, said: “The sell-out of our initial $MBG Token offering in less than one hour is a decisive validation of our vision. In a market saturated with speculation, the response we received confirms that institutional-grade transparency, regulatory integrity, and asset-backed value are what investors are now demanding. $MBG is here for the long term, reflecting t
First Patient Enrolled in National Cancer Institute’s Vanguard Study Evaluating Guardant Health’s Shield Multi-Cancer Detection Test15.7.2025 17:01:00 CEST | Press release
Study addressing feasibility of using multi-cancer detection tests in future trials aims to enroll up to 24,000 participantsShield MCD reviewed by FDA as part of NCI’s investigational device exemption (IDE) Guardant Health, Inc. (Nasdaq: GH), a leading precision oncology company, today announced that patient enrollment has begun in the National Cancer Institute (NCI)’s Vanguard Study to evaluate emerging multi-cancer detection (MCD) technology. Guardant’s Shield™ MCD test was selected for use in the four-year study, which aims to enroll up to 24,000 patients and evaluate the use of MCD tests—blood tests that can screen for several types of cancer simultaneously—in future randomized controlled trials. Guardant’s Shield MCD test was chosen for the study based on the overall performance of its Shield platform in detecting 10 cancer types, including lung, breast, colorectal, prostate, bladder, ovarian, pancreatic, esophageal, liver and gastric. The data were presented at the 2025 American
Deltatre Announces Acquisition of Endeavor Streaming to Create Digital and Streaming Platform Leader15.7.2025 16:15:00 CEST | Press release
Deltatre, a leading international provider of streaming, digital, data, and graphics solutions for the sports, media, and entertainment industries, today announced it has entered into a definitive agreement to acquire Endeavor Streaming from Endeavor Group Holdings, Inc. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250715833650/en/ Deltatre announces acquisition of Endeavor Streaming. In bringing together these complementary and proven digital and OTT providers, Deltatre is joining its advanced product suite – D3 VOLT, FORGE, AXIS, and DIVA, which delivers multi-functional digital experiences with integrated video – with Endeavor Streaming’s pure-play OTT product, VESPER. They will also unite their digital strategy, consulting, and direct-to-consumer growth marketing services. The combined business will be best equipped to deliver for sports, media, and entertainment clients through a compelling and comprehensive range of
In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.
Visit our pressroom