Conor McGregor boasts joining George Clooney, Dwayne Johnson, Jay-Z, and Al Pacino over whiskey company’s success

Former 2-division champ Conor McGregor is one of the most sought-after names. However, the fighter last saw active participation at UFC 264 and awaits a return. Holding steady as one of the richest fighters in the history of the sport, he’s shaping up to be more. Now, Hollywood’s highest-earning debutant and fighter-turned-businessman is also at the zenith of the beverages industry. His Proper No. 12 Irish Whiskey now boasts a top spot as one of the most searched celebrity alcohol brands.

Before facing Khabib Nurmagomedov, UFC 229’s official media scrum was first told of the brand. While specifics were not public, the contractual agreement included promoting McGregor’s new endeavor, Proper No. 12 Irish Whiskey, as an official sponsor. It also detailed the Dubliner earning the most fight purse ever, owing to his slow but steady PPV king status. Now, UFC listings have McGregor’s bouts as the top 10 PPV buyouts.

Consequently, Conor McGregor now shares the top spot with gargantuan names like George Clooney, Dwayne Johnson, Jay-Z, and Al Pacino. Funnily enough, 50-0 legend Floyd Mayweather also aimed to rival his success once by launching his own champagne brand. This was after their 2017 crossover stint. Check out what McGregor posted via his IG stories (@thenotoriousmma) in the snap below.

In a recent sitdown with GQ Sports, the Irishman gave the inside scoop on how his brand came to be. He mentioned passionately sourcing a distillery in Ireland for his $600 worth of Proper No. 12 Irish Whiskey. Only goes to show the gravitas and diligence of the endeavor, which contributes to its current success.

What is the signature product of Conor McGregor’s Proper No. 12 Irish Whiskey?

Conor McGregor is also a top business entrepreneur, an avid MMA promoter, and even a collector. But one particular venture is very close to his heart. McGregor launched the Proper No. 12 Irish Whiskey around 2018, during his scuffle with Khabib Nurmagomedov. He also went viral for infamously and brazenly offering up the drink to ‘The Eagle’- a devout Muslim.

According to Impact Data (2022), it was well underway in becoming the #2 distilled beverage, right after Jameson. With former teammate Artem Lobov choosing to sue McGregor, the fighter had sold majority controlling shares to Proxima Spirits for a value of $600 million. with partners Audie Attar and Ken Austin. Later, he started his off-shoot venture – Forged Irish Stout and the Black Forge Inn Dublin Bar.

Notwithstanding these, Conor McGregor remains heavily invested in the promotion of Proper No. 12 Irish Whiskey. This includes the company’s flagship product – Triple Distilled Irish Whiskey. However, McGregor would later channel his inner Steve Jobs to unveil the new signature style product – the Proper Irish Apple.

The launch did face some gradual lash-backs. Like hard criticism from whiskey connoisseur Philip Dwyer. And middleweight peer Paulo Costa hilariously spoofed his announcement in a parody skit of his own.

Despite these, Proper Irish Apple is now the most recognizable imagery associated with the brand. Dousing a vivid snap of green Irish apples and a stout beveled bottle, it has gradually become a household name. Recently, McGregor boasted his whiskey brand topping the global list of search engines, and rightfully so. Here’s hoping that the fighter and his brand find more such success in the future.

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