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Morning Report: Conor McGregor on Irish Whiskey sales surpassing $1B in U.S.: ‘Was there ever any doubt I’d turn whiskey to a billi? I turned ‘human cock fighting’ to 4.2.’

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Conor McGregor Esther Lin, Showtime Sports

For years, Conor McGregor has been knocking people out with his “Notorious” left hand, to the point that MMA luminaries Joe Rogan and Firas Zahabi jokingly referred to it as “the touch of death”. But perhaps, the Midas Touch would have been more accurate.

According to a recent report from the Irish Times, Irish Whiskey sales in the United States have surpassed the billion dollar mark for the first time ever, and McGregor’s Proper 12 whiskey brand has been a key contributor in that growth. Per the report, 4.7 million nine-liter cases of Irish whiskey were sold in the United States last year, generating $1.01 billion in revenue and marking a 9.4 percent increase from 2017. Jameson remains the standard bearer for Irish whiskey stateside, but McGregor’s upstart whiskey brand contributed to about 4 percent of total whiskey sales in the US, in just its first year of production, vastly outselling its initial allocations.

Of course, this was great news for McGregor who wasted little time in boasting about turning whiskey into a billion dollar enterprise, just like he did with the UFC.

Was there ever any doubt I’d turn Whiskey to a Billi? I turned “human cock fighting” to 4.2. I’m gonna toast on this fine Thursday this amazing news.

Sláinte to the only true Irish Whiskey we have left, Proper Whiskey! Irish owned forever. Thank you all. It has been my pleasure.

He also posted a longer response on his Instagram.

Fun fact for you all, before I began to make a living out of fighting and Whiskey, I was a boxercise coach at my local gym, SBG. I charged €10 a class, with €5 of that to be split with the gym.

This was just before my UFC debut. I had given up everything to make my dream a reality and I had not got two cent to rub together. These classes would literally get me my pack of chicken fillets and broccoli out of Tesco so I could eat for the week. Carbs were the enemy at the time, and also costly, so they were ignored happily lol.

Fast forward today and we have collectively reached $1b in annual sales for the first time ever in Whiskey’s long and decorated history!

What an amazing journey! I thank my lucky stars, my work ethic, and most importantly my loyal fans for all of this! Thank you all so much! Let’s keep pushing everyone, hard work pays and dreams come true!

Some quick back of the napkin math reveals that McGregor’s whiskey business generated somewhere around $40 million dollars last year, a pittance compared to Jameson but a tremendous amount for a first time distiller and a far sight out from €10 boxercise classes.

Good luck negotiating with Conor now.


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