Conor McGregor’s Proper 12 whisky pulled from UK and Ireland shelves as ‘Notorious’ legal fallout goes on

Conor McGregor’s whiskey, Proper 12, pulled from store after losing assault civil case late last week against Nikita Hand, in Dublin.

Conor McGregor’s Proper 12 whisky pulled from UK and Ireland shelves as ‘Notorious’ legal fallout goes on

Proper No.12 drops Conor McGregor after viral assault ruling against Nikita Hand (Source: IMAGO/X)

Conor McGregor marks a rare case in UFC who has faced heights of fame and fandom like no other ever before. But now, the Irishman superstar is trailing a lot more than behind, all in part to his civil case fallout vs. Nikita Hand. Now, McGregor’s Proper No.12 whisky has also cut ties after it!

Conor McGregor and Proper No.12 have had a relationship since the whisky brand’s inception in 2018 – but not anymore. From it’s flashy intro at the UFC 229: Khabib vs. McGregor PPV event, it has been one for ages. On Tuesday, Proper Twelve-parent company and 100pc stake owner Proximo Spirits announced it will no longer feature him as the brand face. This is per a report from the Irish Indepedent.

The Currency also reports that Irish retail giant Musgrave is delisting McGregor’s Proper No.12 and Forged Irish Stout. The company’s brands include Supervalu, Centra, Mace and Daybreak. Additionally, British multinational grocery and general merchandise retailer Tesco confirmed that it was removing McGregor’s alcohol brands from all of its retail outlets. Notably, the Irishman sold the majority of his control over Proper 12 in a blockbuster deal in early 2021.

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McGregor’s Black Forge Inn was already in deeper water since it’s purchase and rebranding in 2020. This current fallout comes after Friday’s jury ruling that McGregor is liable for a 2018 assault on Nikita Hand. ‘The Notorious’ is hemorrhaging an upward of €248,000 in damages (£206,000 /$260,000 all-in) and narrwoly slid past criminal charges. All in all, this new development is quite viral.

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McGregor, 36, has been the UFC’s biggest star and top draw for the past decade. Although ‘Notorious’ has been out of action since the summer of 2021. There has been talk of the ex-champ returning to the octagon sometime in late 2025, but current trajectory is seeing the Irishman in a bad pitfall.

Fans react to latest woes of UFC star Conor McGregor
Fans react to latest woes of UFC star Conor McGregor (Source: X)

Proximo Spirits is the second company to sever its relationship to McGregor in recent times. IO Interactive, the parent company of the popular ‘Hitman’ video game series, did likewise. It announced that McGregor would no longer be a purchasable character in its Hitman 3 – IO Interactive – Celebrity Elusive Target pack.

Now comes the hit that McGregor and Proper Twelve will not be the celebrity brand duo it has always been. Here are a few top reactions to that:

Many have unanimously agreed that there is no brand without Conor McGregor. However, less-staunch fans have voiced this marks the beginning of the end for the Irishman. Yet, a few others billed that come whatever, the promotional CEO would stand by its golden goose.

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The UFC has continued to stay silent on the the assault ruling against Nikita Hand. But it’s quite evident that the former UFC two-division champion will not have a fair shake going forward. McGregor is expected to appeal the jury’s ruling, however.

Related: Proper 12 whiskey founder Conor McGregor lays eyes on Saudi Arabia as ‘The Kingdom’ lifts 72-year-old alcohol ban