Conor McGregor Dropped by Proper No. Twelve Whiskey Brand Following Legal Case
Irish whiskey brand Proper No. Twelve has ended its association with mixed martial artist Conor McGregor, following his liability ruling in a sexual assault case.
Proximo Spirits, the owner and distributor of Proper No. Twelve, confirmed it will no longer feature McGregor in its branding or promotional materials. In a statement to CNN, Proximo stated it does “not plan to use Mr. McGregor’s name and likeness in the marketing of the brand” going forward.
McGregor co-founded Proper No. Twelve in 2018, playing a significant role in its rapid success. The whiskey became one of the top three best-selling Irish whiskey brands in the United States. However, McGregor sold his majority stake in 2021 to Proximo, which now fully owns the brand, including its marketing decisions.
The brand’s website is currently offline, and McGregor’s images have been removed from its Instagram account. He was previously a central figure in the whiskey’s advertising campaigns, most recently promoting its apple-flavoured variant.
Legal Ruling and Fallout
McGregor was found liable by a Dublin civil court for the 2018 sexual assault of Nikita Hand in a hotel room. The jury awarded Hand €250,000 (approximately $263,600). Addressing the verdict on social media platform X, McGregor announced plans to appeal, writing, “I have instructed my legal team to appeal the decision.”
The court ruling has prompted a significant backlash, leading several major retailers, including Tesco and Musgrave-owned SuperValu, to remove Proper No. Twelve from their shelves in the UK and Ireland.
Broader Impact on McGregor’s Endorsements
Beyond the whiskey brand, McGregor’s other partnerships are also being affected. Video game developer IO Interactive, known for the Hitman series, announced it will end its collaboration with McGregor, whose voice and likeness had featured in the games.
Proper No. Twelve’s decision to distance itself from McGregor marks a turning point for the brand he helped create. As McGregor faces legal and public challenges, his departure raises questions about the future direction of the whiskey’s marketing strategy and its position in the global spirits market.
