“We are thrilled with what we and our partners have achieved in growing Proper No. Twelve has disrupted the category and has become a leading brand in the industry. “When we launched, the Irish whiskey market was dominated by one brand. “Conor McGregor, Proximo and our partners have taken the spirits world by storm,” said Mike Keyes, president and CEO of Proximo. Proximo Spirits said McGregor, Attar and Austin will continue to work closely with the company in building the brand. Twelve to continue its incredible growth worldwide and to keep bringing new consumers to the now-reinvigorated Irish whiskey market.” “This agreement is exciting for my partners and me, and the potential is limitless. Twelve less than three years ago and today it has become a shining star in the spirits industry. Twelve has achieved ‘record-breaking growth’, shipping more than 500,000 nine-litre cases (more than six million bottles) in eight global markets. Austin is also one of the founders of Teremana Tequila, alongside actor Dwayne ‘The Rock’ Johnson. McGregor founded the Irish whiskey brand with his manager and business partner Audie Attar, and spirits industry entrepreneur Ken Austin, in September 2018. The company confirmed a report that said the agreement was worth up to US$600m, which includes US$250m that the founders had already received in the brand’s first two years. Mexican drinks group Becle has owned a 49% stake in EBS since May 2020, when it completed the purchase of an additional 29% stake in the company.Īccording to Becle’s US-based Proximo Spirits division, McGregor will ‘retain an interest’ in the brand and will ‘remain actively engaged in the promotion’ of Proper No. The move came after the company borrowed US$150m to pay for the remaining stake in EBS. Twelve whiskeyīecle confirmed it had purchased the remaining 51% stake in Eire Born Spirits (EBS), the company behind Proper No Twelve, during the publication of its first quarter results. Conor McGregor will ‘remain actively engaged in the promotion’ of Proper No. Twelve Irish whiskey after the brand was sold to Jose Cuervo owner Becle in a deal worth up to US$600 million.
Professional fighter Conor McGregor will continue to promote Proper No.
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