Proper No. Twelve evolves beyond Conor McGregor's shadow with bold new whiskeys

Once tied to Conor McGregor's fame, this Irish whiskey now stands on its own. Can its latest releases win over skeptics and critics alike?

, and Administrator

2026 May 10 . 8:02 PM

1 min read

The image shows a bottle of Austin Nichols Wild Turkey Kentucky Straight Bourbon and a glass of the... — The image shows a bottle of Austin Nichols Wild Turkey Kentucky Straight Bourbon and a glass of the same whiskey. The bottle is a deep amber color with a label featuring a wild turkey illustration. The glass is filled with the whiskey, which has a golden-brown hue.

Proper No. Twelve evolves beyond Conor McGregor's shadow with bold new whiskeys

Proper No. Twelve, the Irish whiskey brand founded by Conor McGregor, has seen a shift in ownership and product expansion since its launch. Initially met with mixed reviews, the brand has grown, introducing new expressions and changing its marketing approach in recent years. The whiskey first appeared in 2018 as a blend of grain and malt components, with the malt sourced from Bushmills distillery. Early reactions were lukewarm, as many critics considered it subpar compared to other Irish whiskeys. Despite this, the brand pushed forward, releasing its first single malt in 2021.

That same year, McGregor and his partners sold a majority stake in Proper No. Twelve to Proximo Spirits. The company continued to develop the brand, launching Proper No. Twelve Black Cask in 2025. Whiskey reviewer Jonah Flicker, known for exploring notable spirits each Sunday, scored the Black Cask expression 82 out of 100. By 2024, Proximo Spirits had stopped using McGregor’s name or likeness in promotions. The brand’s focus shifted to the whiskey itself rather than its high-profile founder.

Proper No. Twelve now stands as a standalone whiskey brand, no longer relying on McGregor’s association. The introduction of new expressions, including the Black Cask, reflects its ongoing evolution in the competitive whiskey market. The brand’s future will depend on its product quality rather than celebrity ties.