Proper No. Twelve
ActiveOverview
Proper No. Twelve is a blended Irish whiskey brand founded by MMA fighter Conor McGregor. It combines single malt and grain whiskeys, triple-distilled and matured in former bourbon barrels, positioned as an approachable entry-level Irish whiskey. The brand donates $5 per case sold to first responder organizations, up to $1 million annually, and gained visibility through McGregor's celebrity status.
History
Proper No. Twelve was founded by Conor McGregor under his Eire Born Spirits company, named after Dublin 12, his hometown area. McGregor collaborated with master distiller David Elder, formerly of Guinness, to select the final blend from nearly 100 options. Launched around 2018, it emphasizes triple distillation and bourbon cask maturation, with ongoing charitable contributions as a key initiative.
Product Lines
| Product Line | Positioning | Price Range |
|---|---|---|
| Proper No. Twelve Irish Whiskey (core blended) | Smooth entry-level Irish blend | $25 - $35 |
| Proper No. Twelve Single Malt | Premium single malt variant | $40 - $50 |
Manufacturing
Produced in Ireland as a triple-distilled blend of single malt and grain whiskeys, matured in former bourbon barrels for at least three years. Manufacturing details beyond Irish origin and collaboration with master distiller David Elder are not publicly specified, suggesting possible contract distillation.
Notable Products
- Proper No. Twelve Irish Whiskey - Triple-distilled blend of single malt and grain, matured in bourbon barrels, 40% ABV.
- Proper No. Twelve Single Malt - Single malt component blended into the core product, highlighting malt character.
Reputation
Perceived as light-bodied and easy-drinking, with notes of vanilla, pear, and honey from bourbon cask influence, suitable for beginners. Critics note it lacks excitement and depth, with young grain whiskey imparting a green, rough alcohol quality and short finish. Professionals view it as a celebrity-driven brand that delivers basic smoothness but not complexity.