Conor McGregor, the former UFC champion turned entrepreneur, has made headlines again—but this time, it’s not about his fighting career. McGregor has reportedly been dropped by Proper No. Twelve, the Irish whiskey brand he co-founded in 2018. The split has left fans and industry insiders speculating about what went wrong and what lies ahead for both McGregor and the brand. Let’s take a closer look at the story behind the split and its broader implications.
The Birth of Proper No. Twelve
In 2018, Conor McGregor launched Proper No. Twelve Irish Whiskey with the goal of disrupting the whiskey market. Named after his hometown of Crumlin, Dublin 12, the brand was a reflection of McGregor’s Irish pride and entrepreneurial spirit. From the outset, Proper No. Twelve was marketed as a premium yet accessible whiskey, targeting McGregor’s massive fan base and beyond.
The whiskey’s tagline, “One for all,” encapsulated the brand’s mission to bring people together over a shared love of Irish whiskey. With McGregor’s star power and relentless promotion on social media, Proper No. Twelve quickly gained traction, selling hundreds of thousands of cases within its first year.
The brand also garnered attention for its charitable contributions, with McGregor pledging to donate $5 per case sold to first responders. This philanthropic angle added a layer of authenticity to the brand’s story, further endearing it to consumers.
The Success and Challenges of Proper No. Twelve
Proper No. Twelve’s meteoric rise was nothing short of remarkable. By 2020, the brand had reportedly surpassed $1 billion in sales, cementing its status as a major player in the whiskey market. McGregor’s larger-than-life persona and global recognition played a pivotal role in the brand’s success.
However, the journey wasn’t without its challenges. Critics questioned the quality of the whiskey, with some accusing the brand of prioritizing marketing over craftsmanship. Despite these criticisms, Proper No. Twelve maintained a loyal following, thanks in no small part to McGregor’s charisma and relentless promotional efforts.
The brand’s rapid growth also led to significant corporate changes. In 2021, McGregor and his business partners sold their majority stake in Proper No. Twelve to Proximo Spirits, the company behind other prominent liquor brands like Jose Cuervo. The deal, reportedly worth $600 million, marked a turning point in McGregor’s relationship with the brand.
Why Was McGregor Dropped?
While the exact reasons for McGregor’s departure remain unclear, several factors could have contributed to the decision. One possibility is the shift in ownership dynamics following the Proximo Spirits acquisition. As the majority stakeholder, Proximo likely had greater control over the brand’s direction, potentially leading to creative or strategic differences.
Another factor could be McGregor’s public image. Known for his brash personality and occasional controversies, McGregor has faced criticism for incidents outside the octagon, including legal issues and public altercations. Such controversies may have clashed with Proximo’s vision for the brand, prompting the decision to part ways.
Additionally, McGregor’s involvement in multiple ventures, including his fighting career and other business projects, may have stretched his focus too thin. As Proper No. Twelve continued to grow, Proximo might have sought a more consistent and dedicated approach to managing the brand.
Impact on Proper No. Twelve
Losing McGregor as the face of Proper No. Twelve presents both challenges and opportunities for the brand. On one hand, McGregor’s departure marks the end of an era. His star power and promotional prowess were instrumental in building the brand’s identity, and his absence leaves a void that won’t be easy to fill.
On the other hand, Proper No. Twelve’s success has outgrown its association with McGregor. The brand’s extensive distribution network and established presence in the whiskey market provide a strong foundation for continued growth. By focusing on the product itself and targeting a broader audience, Proper No. Twelve has the potential to thrive as a standalone entity.
Proximo Spirits may also use this opportunity to refine the brand’s image, distancing it from McGregor’s controversies and appealing to a more diverse demographic. With strategic marketing and product innovation, Proper No. Twelve can continue to compete with industry giants like Jameson and Bushmills.
What’s Next for Conor McGregor?
For Conor McGregor, the end of his partnership with Proper No. Twelve is unlikely to slow him down. The former UFC champion has built a reputation as a savvy entrepreneur, with ventures spanning sports, entertainment, and business.
In addition to his whiskey brand, McGregor has launched ventures such as McGregor FAST, a fitness program, and TIDL Sport, a line of recovery products. He’s also invested in real estate and fashion, demonstrating a keen interest in diversifying his portfolio.
As for his fighting career, McGregor remains a prominent figure in mixed martial arts. While his recent performances in the octagon have been mixed, his ability to draw crowds and generate headlines ensures his continued relevance in the sport. It wouldn’t be surprising to see McGregor channel his energy into a new entrepreneurial venture, perhaps even another spirits brand.
The Bigger Picture: Celebrity-Endorsed Brands
McGregor’s departure from Proper No. Twelve highlights the complexities of celebrity-endorsed brands. While star power can catapult a product to success, it also brings challenges, particularly when the celebrity’s image doesn’t align with the brand’s values.
Proper No. Twelve isn’t the first celebrity-backed brand to face such challenges. From George Clooney’s Casamigos tequila to Ryan Reynolds’ Aviation Gin, the liquor industry is rife with examples of successful celebrity partnerships. However, the long-term viability of these brands often depends on their ability to stand on their own, independent of their famous founders.
For Proper No. Twelve, the focus now shifts to building a legacy beyond McGregor’s influence. By doubling down on quality, innovation, and strategic marketing, the brand can carve out a lasting place in the competitive whiskey market.
Conclusion
Conor McGregor’s departure from Proper No. Twelve marks a significant moment in the brand’s journey. While McGregor’s larger-than-life persona played a crucial role in the brand’s early success, Proper No. Twelve now has the opportunity to establish itself as a standalone entity in the whiskey market.
For McGregor, the split is just another chapter in a career defined by reinvention and ambition. As he continues to explore new ventures, one thing is certain: the Notorious one isn’t stepping out of the spotlight anytime soon.