Conor McGregor’s Mediocre Proper No. Twelve Whiskey’s Ascent Continues; Brand Poised to Become 2nd-Biggest Irish Whiskey in US
Proper No. Twelve Irish Whiskey is expected to become the second-most-popular Irish whiskey in the U.S. within the next five years, the brand said Monday. The brand, founded by Irish MMA fighter Conor McGregor in September 2018, is a baby compared with most prominent whiskey brands. In a short time, the whiskey has seen stunning growth, already holding the title as the fastest-growing whiskey brand in the U.S.
The brand’s commercial success and branding are extremely impressive, but the whiskey itself is anything but. Our review of Proper no. Twelve wasn’t exactly glowing.
In January of this year, Dustin Poirier, a UFC fighter and rival of McGregor’s, founded a whiskey brand of his own, a bourbon called Rare Stash.
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