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If this is your first time hearing about MMA legend Conor McGregor’s ‘Secret Stash’ of his own ‘Proper 12 Whiskey’ then you’ve been missing out, but honestly… you shouldn’t feel bad, demand has been high and it’s been impossible for sellers to keep in stock. In 2018 McGregor along with business partner, Ken Austin launched the Whiskey in Ireland and the United States. In 2021, in what can only be described as a business master-stroke, and sold their majority stake in Proper 12 to Proximo Spirit, increasing their previous 49% stake in a deal worth an impressive $600 million. Proximo Spirit is the well-known brand behind both Jose Cuervo as well as Bushmills
Austin told Shanken News Daily.,
“When we started this business with Proximo, we basically laid out, I’ll call it certain hurdles, that would allow them to buy pieces of the company over time. We hit a milestone and it gave Proximo the opportunity to own a significant stake.”
The UFC fighter took his followers to “The secret stash,” in a recent Instagram post.
According to Outsider,
“Conor McGregor’s partner also said that the brand reached approximately 345,000 cases on a trailing 12-month basis prior to the deal. Proximo CEO, Mike Keyes, also commented on the deal. “Since introducing this brand with Conor and his parents just two and a half years ago, Proper No. Twelve has been the exciting brand in the Irish whiskey category. The brand continues to grow at an unprecedented rate. And this agreement reflects Proximo’s commitment to expanding its presence.”
Although he sold his majority stake, Conor McGregor remains the face of the brand.”
In an interview with Men’s Journal, Conor described launching Proper No. 12 and the insane demand for it early on. “We launched Proper No. Twelve [and] sold out in Ireland and America in a matter of days. As a result, we were out of stock for almost two months time.” Not deterred and committed to not let down his fans and consumers it’s reported that Conor airlifted 30,000 cases to the US… which promptly sold out again.
“It was been a great feeling to see the support from people around the world. It has been magical for me and my team. And it’s only the beginning.”
McGregor Says “Never Count Me Out”
While McGregor celebrated the sale in an Instagram post back in April, he noted that “Proper Twelve is my baby for life.” Indicating that the sale of the brand to Proximo, which was part of the business plan to begin with wouldn’t remove him from the picture. And sure enough, Conor has continued to serve as the company’s spokesman long after the ink dried on the sales of shares appearing in several commercials for the smooth dram since.
“Conor is very, very fixated on this being a multimillion-case brand, I wouldn’t count him out ever.”
Proper No. 12 as McGregor’s “baby”, seems to have been and continues to be, a labor of love. A love for what the UFC champion called “the PROPER Heroes” with the pledge that every case sold would net $5 for first responders, and that commitment has continued with $1.3 million going to them in 2020.
https://www.youtube.com/watch?v=AE5m8RSj394
