Conor McGregor, the renowned Irish mixed martial artist, has made a name for himself in the world of combat sports. However, his entrepreneurial spirit and passion for his heritage have led him to venture into the world of whiskey, with the launch of his flagship brand, Proper 12. In this article, we will delve into the story behind the name “Proper 12” and explore the significance of this brand in the world of whiskey.
The Birth of Proper 12
Proper 12, also known as Proper No. Twelve, is a brand of Irish whiskey that was launched in 2018 by Conor McGregor and his business partners, Audie Attar and Ken Austin. The brand was created with the aim of producing high-quality, smooth Irish whiskey that would appeal to a wide range of consumers. However, the story behind the name “Proper 12” is deeply rooted in McGregor’s heritage and upbringing.
A Nod to McGregor’s Childhood
The name “Proper 12” is a reference to the Dublin 12 postcode, where McGregor grew up. The Crumlin area, which falls under the Dublin 12 postcode, is a working-class neighborhood that is known for its strong sense of community and resilience. McGregor has often spoken about the influence of his childhood on his life and career, and the name “Proper 12” is a testament to his pride in his roots.
A Sense of Community
The Dublin 12 postcode is more than just a geographical location; it represents a sense of community and camaraderie that is deeply ingrained in Irish culture. McGregor’s decision to name his whiskey brand after his childhood neighborhood is a nod to the people and the place that shaped him into the person he is today. The brand’s slogan, “Our Whiskey, Our Story,” reflects the sense of community and shared heritage that is at the heart of Proper 12.
The Significance of the Number 12
The number 12 holds significant importance in Irish culture, and its inclusion in the brand name is no coincidence. In Irish folklore, the number 12 is often associated with completeness and perfection. For example, there are 12 months in the year, 12 signs of the zodiac, and 12 days of Christmas. The number 12 is also a nod to the 12 apostles of Jesus Christ, which is a significant reference in Irish Catholicism.
A Symbol of Perfection
In the context of whiskey production, the number 12 can be seen as a symbol of perfection. Whiskey production is a complex process that requires patience, skill, and attention to detail. The aging process, in particular, is crucial in determining the quality and flavor of the final product. By incorporating the number 12 into the brand name, McGregor is making a statement about the quality and perfection of his whiskey.
The Whiskey Itself
Proper 12 is a blended Irish whiskey that is made from a combination of grain and single malt whiskeys. The brand offers a range of expressions, including a standard blend, a honey-flavored variant, and a limited-edition single malt. The whiskey is produced at the Old Bushmills Distillery in Northern Ireland, which is one of the oldest distilleries in the world.
A Smooth and Approachable Whiskey
Proper 12 is known for its smooth and approachable flavor profile, which makes it accessible to a wide range of consumers. The whiskey is aged for a minimum of three years in ex-bourbon barrels, which gives it a rich, honeyed flavor. The brand’s standard blend is a combination of 80% grain whiskey and 20% single malt, which provides a smooth and balanced flavor profile.
Awards and Accolades
Proper 12 has received widespread critical acclaim since its launch in 2018. The brand has won several awards, including a gold medal at the 2019 San Francisco World Spirits Competition and a silver medal at the 2020 International Spirits Challenge. The brand’s success can be attributed to its high-quality whiskey, innovative marketing, and McGregor’s personal brand.
Marketing and Branding
Proper 12’s marketing and branding strategy has been a key factor in its success. The brand’s packaging is sleek and modern, with a bold, black label that features the brand’s logo and slogan. The brand’s marketing campaigns have been equally impressive, with McGregor himself featuring prominently in several high-profile ads.
A Personal Touch
McGregor’s personal involvement in the brand has been a major factor in its success. The fighter’s charisma and charm have helped to build a strong brand identity, and his social media presence has been instrumental in promoting the brand. McGregor’s passion for his heritage and his community is evident in every aspect of the brand, from the packaging to the marketing campaigns.
A Global Reach
Proper 12 has a global reach, with distribution in over 20 countries worldwide. The brand’s success can be attributed to its high-quality whiskey, innovative marketing, and McGregor’s personal brand. The brand’s global reach has also been facilitated by its partnership with Proximo Spirits, a leading spirits distributor.
Conclusion
In conclusion, the story behind Conor McGregor’s Proper 12 whiskey is a fascinating one that reflects the fighter’s heritage and pride. The brand’s name is a nod to McGregor’s childhood neighborhood, and the number 12 holds significant importance in Irish culture. The whiskey itself is smooth and approachable, with a rich, honeyed flavor that has received widespread critical acclaim. With its innovative marketing and branding strategy, Proper 12 is a brand that is here to stay.
A Legacy in the Making
Proper 12 is more than just a whiskey brand; it’s a legacy in the making. McGregor’s passion for his heritage and his community is evident in every aspect of the brand, and his personal involvement has been instrumental in its success. As the brand continues to grow and evolve, it’s clear that Proper 12 will remain a major player in the world of whiskey for years to come.
A Toasting to the Future
So the next time you’re sipping on a glass of Proper 12, remember the story behind the brand. Raise a glass to Conor McGregor, the Dublin 12 postcode, and the rich heritage that has made this whiskey brand a global phenomenon. Sláinte!
What inspired Conor McGregor to create Proper 12 Whiskey?
Conor McGregor’s inspiration for creating Proper 12 Whiskey stems from his Irish heritage and pride in his roots. Growing up in Dublin, Ireland, McGregor was surrounded by the rich history and tradition of Irish whiskey. He wanted to create a brand that would not only showcase the quality and craftsmanship of Irish whiskey but also pay homage to his community and the people who supported him throughout his career.
McGregor’s vision for Proper 12 was to create a smooth, approachable whiskey that would appeal to a wide range of palates. He worked closely with master distiller David Elder to craft a unique blend of whiskey that would reflect the spirit of Ireland and the values of his community. The result is a triple-distilled, smooth, and rich whiskey that is perfect for sipping on its own or enjoying with friends and family.
What is the significance of the name “Proper 12”?
The name “Proper 12” holds significant meaning for Conor McGregor and the brand. “Proper” is a nod to McGregor’s Dublin upbringing, where the term is often used to express admiration or approval. “12” refers to the Dublin 12 postcode, which is the area where McGregor grew up and began his boxing career. The name is a tribute to McGregor’s roots and a reflection of his pride in his community.
The name “Proper 12” also reflects the brand’s commitment to quality and craftsmanship. The number 12 is also a reference to the 12-year-old whiskey that is blended into the Proper 12 recipe, adding a rich and complex flavor profile to the final product. Overall, the name “Proper 12” is a reflection of the brand’s values and heritage.
What makes Proper 12 Whiskey unique compared to other Irish whiskeys?
Proper 12 Whiskey is unique compared to other Irish whiskeys due to its triple-distilled recipe and blend of whiskey aged in bourbon barrels. The triple-distillation process gives Proper 12 a smooth and approachable flavor profile, while the bourbon barrel aging adds a rich and complex character to the whiskey. This combination of processes sets Proper 12 apart from other Irish whiskeys and makes it a standout in the industry.
Another factor that sets Proper 12 apart is its blend of whiskey aged for a minimum of three years and up to 12 years. This blend of ages adds depth and complexity to the whiskey, with the younger whiskey providing a fresh and vibrant flavor and the older whiskey adding a rich and mellow character. The result is a whiskey that is both smooth and complex, making it appealing to a wide range of palates.
What is the production process like for Proper 12 Whiskey?
The production process for Proper 12 Whiskey begins with the selection of high-quality grains, including barley, corn, and wheat. The grains are then fermented and distilled three times to create a smooth and approachable spirit. The spirit is then aged in bourbon barrels, which impart a rich and complex flavor profile to the whiskey.
After aging, the whiskey is blended with a combination of three-year-old and 12-year-old whiskey to create the final product. The blending process is carefully managed to ensure that the whiskey meets the brand’s high standards for quality and flavor. The final product is then bottled and packaged for distribution to markets around the world.
How does Conor McGregor’s involvement impact the brand and its products?
Conor McGregor’s involvement with Proper 12 Whiskey has a significant impact on the brand and its products. As the founder and face of the brand, McGregor brings a level of authenticity and credibility to the product. His passion for Irish heritage and his commitment to quality are reflected in every aspect of the brand, from the packaging to the final product.
McGregor’s involvement also helps to drive the brand’s marketing and promotional efforts. As a high-profile athlete and entrepreneur, McGregor has a massive following and is able to promote the brand to a wide audience. His social media presence and public appearances help to raise awareness of the brand and drive sales. Additionally, McGregor’s competitive spirit and drive for excellence help to push the brand to continually improve and innovate.
What are the plans for the future of Proper 12 Whiskey?
The plans for the future of Proper 12 Whiskey include continued expansion into new markets and the development of new products. The brand is currently available in several countries around the world, including the United States, Ireland, and the United Kingdom. The brand plans to continue to expand its distribution and make the product available to a wider audience.
In addition to expanding its distribution, the brand is also planning to develop new products and expressions. This may include the release of limited-edition whiskeys, as well as the development of new products such as gin or vodka. The brand is committed to continually innovating and improving its products, and is always looking for new ways to engage with its customers and fans.
How can I purchase Proper 12 Whiskey and where is it available?
Proper 12 Whiskey is available for purchase in several countries around the world, including the United States, Ireland, and the United Kingdom. The product can be found in many retail stores, including liquor stores, supermarkets, and online retailers. The brand’s website also has a “where to buy” feature that allows customers to find retailers in their area that carry the product.
In addition to retail stores, Proper 12 Whiskey is also available for purchase online through the brand’s website and through online retailers such as Drizly and ReserveBar. The brand offers a variety of purchasing options, including single bottles, gift sets, and merchandise. Customers can also purchase the product through the brand’s social media channels and through its network of authorized distributors.