Following his boxing megafight with Floyd Mayweather Jr. last summer, Conor McGregor revealed he planned on creating his own brand of Irish whiskey.
The former UFC lightweight and featherweight champion created his popularity in large part because he backs up his talk with action, so it should be no surprise that just over a year later, the Dublin native’s whiskey brand is now a reality.
Monday, McGregor announced the unveiling of his Proper Twelve whiskey brand via Instagram.
“Born and bred in the Dublin suburb of Crumlin, Dublin 12. Proper Twelve is who I am,” McGregor stated. “I wanted to make an Irish whiskey emblematic of Irish culture as a whole, and something that would showcase the great skill we possess of distilling the best Whiskey in the entire world.”
McGregor also told GQ that he will donate up to $1 million per year of the proceeds of Proper Twelve at $5 per case to first responder organizations and charities.
The former champion returns to the Octagon on Oct. 5 after a nearly two-year absence from MMA on Oct. 5, when he meets undefeated lightweight champion Khabib Nurmagomedov in the main event of UFC 229 at T-Mobile Arena in Las Vegas.
You can see McGregor’s full Instagram post below:
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Proud day! Today “Project Notorious” finally comes to life with the introduction of my new Irish Whiskey; Proper 12. I have spent a lifetime studying this craft under the tutelage of my late Grandfather on my mother’s side, Christopher “Jakes” Moore, and I have put just over 3 years into the making of this liquid alone. I introduce to you @ProperWhiskey! Proper Irish Whiskey, from a Proper Irish man! Born and bred in the Dublin suburb of Crumlin, Dublin 12. Proper Twelve is who I am. I wanted to make an Irish whiskey emblematic of Irish culture as a whole, and something that would showcase the great skill we possess of distilling the best Whiskey in the entire world. One of the many amazing skills we possess on this great island. Proper Twelve is crafted at Ireland’s oldest distillery. It is made with the Isle’s freshest spring water and finest golden grain and single malt – it is pure liquid gold! This is Ireland’s whiskey, and it is my gift to the world. Another proud announcement for me in this venture is that with each case we sell, my company will donate to the first responders in each district the case is sold in. This donation plan will be in operation all over the world. These are the men and women who run into buildings while everyone else is running out. They are our real life heroes – Proper Heroes I look forward to joining all of you in a PROPER salute soon. Sláinte