September seems to be the month for celebrity whiskey brand announcements. Metallica just announced the release of its new Blackened American whiskey, and now another whiskey will join the ranks of celebrity brands. And this one may be a knockout.
UFC world champion Conor McGregor, an Irish prizefighter trained in Brazilian jiujitsu, has announced the launch of his own whiskey brand. This month, McGregor will launch Proper No. Twelve, an Irish whiskey made from a blend of triple-distilled grain and single-malt spirits.
Though he has won many MMA titles, McGregor has never ventured into whiskey making before. He recruited master distiller David Elder, who worked for years at the Guinness Brewery in Dublin, McGregor’s hometown. The whiskey will be blended at the historic Old Bushmills Distillery in Northern Ireland.
The 40 percent ABV bottle costs $25, and McGregor said $5 of every case sold will go to local first responder organizations. Wherever the case is purchased, a first responder organization will receive a donation, from Ireland to the United States and beyond.