Proximo Spirits, a company that owns Jose Cuervo and other alcohol brands, has acquired a majority stake in Proper No. Twelve Irish whiskey in a deal worth up to $600 million, both sides told ...

"Proper No. Twelve Irish Whiskey was created, developed, branded and tirelessly promoted by Conor McGregor," McGregor spokesperson Karen Kessler wrote in a statement.

He also cofounded Proper No. Twelve in 2018, which became a best-selling Irish whiskey here in the U.S., but sold a majority stake in 2021 to Proximo Spirits.

He has received backlash in the country. Proper No. 12 Irish Whiskey has dropped McGregor from their marketing. The Hitman Video game franchise have also removed McGregor.

Proper No. Twelve’s New Single Malt Irish Whiskey Far Exceeds Its Core Expression After dropping MMA star Conor McGregor, the brand releases a whiskey worth trying. Published on May 15, 2025 ...