Contents
Proper Twelve is a renowned Irish whiskey brand that has gained significant popularity in the market. Its association with Conor McGregor, a prominent figure in the Ultimate Fighting Championship (UFC), has contributed to its widespread recognition.
Heading 1: “The Origin of Proper Twelve”
Proper Twelve was founded in 2018 by Conor McGregor, his agent Audie Attar of Paradigm Sports Management, and their partner Ken Austin. The brand’s establishment marked McGregor’s venture into the whiskey industry, leveraging his fame and influence to create a unique product.
Heading 2: “Who Owns Proper Twelve?”
In April 2021, Proximo Spirits, a company that owns Jose Cuervo and other alcohol brands, acquired a majority stake in Proper Twelve Irish whiskey. The deal was valued at up to $600 million, with Proximo previously holding a 49% stake in the company. Conor McGregor, Audie Attar, and Ken Austin retained an interest in the brand and maintained active roles in its operations.
Heading 3: “Partnerships and Collaborations”
Proper Twelve has engaged in several partnerships and collaborations to promote the brand and expand its reach. One notable partnership is with the UFC, where Proper Twelve serves as the official whiskey of the organization. Additionally, Proper Twelve has collaborated with various athletes, celebrities, and influencers to create limited-edition releases and marketing campaigns.
Heading 4: “Success and Reception of Proper Twelve”
Proper Twelve has achieved remarkable success since its launch. The brand has gained a significant market share in the Irish whiskey category and has received positive feedback from consumers and industry experts. Proper Twelve has also won several awards and accolades, including the “World’s Best Irish Whiskey” at the World Whiskies Awards in 2019.
Heading 5: “Future Plans and Developments”
Proper Twelve continues to grow and expand its presence in the market. The brand aims to become a “multimillion case brand,” according to Ken Austin, one of the co-founders. Proper Twelve plans to introduce new products, expand into new markets, and strengthen its brand identity through strategic marketing initiatives.
Conclusion
Proper Twelve is a prominent Irish whiskey brand owned by Proximo Spirits, Conor McGregor, Audie Attar, and Ken Austin. The brand has achieved significant success and recognition in the market, driven by its association with Conor McGregor and its commitment to quality and innovation. Proper Twelve continues to explore new opportunities and partnerships to further its growth and maintain its position as a leading Irish whiskey brand.
References
- Proper No. Twelve Irish Whiskey – Our Story
- Conor McGregor sells majority of whiskey brand Proper No. Twelve to Proximo Spirits for $600M
- Proper No. Twelve Irish Whiskey – Home Page
FAQs
Who owns Proper Twelve?
Proper Twelve is owned by Proximo Spirits, a company that also owns Jose Cuervo and other alcohol brands. Proximo Spirits acquired a majority stake in Proper Twelve in 2021, although Conor McGregor, Audie Attar, and Ken Austin, the co-founders of Proper Twelve, still retain an interest in the brand and maintain active roles in its operations.
Who founded Proper Twelve?
Proper Twelve was founded in 2018 by Conor McGregor, his agent Audie Attar of Paradigm Sports Management, and their partner Ken Austin.
What is the history of Proper Twelve?
Proper Twelve was launched in 2018 and quickly gained popularity due to its association with Conor McGregor. The brand has since expanded its reach and gained a significant market share in the Irish whiskey category.
What is the success of Proper Twelve?
Proper Twelve has achieved remarkable success since its launch. It has won several awards, including the “World’s Best Irish Whiskey” at the World Whiskies Awards in 2019. The brand has also gained a significant market share and has become a leading Irish whiskey brand.
What are the future plans for Proper Twelve?
Proper Twelve aims to continue its growth and expansion. The brand plans to introduce new products, expand into new markets, and strengthen its brand identity through strategic marketing initiatives.