First Impressions
Proper No. Twelve — Conor McGregor's Irish whiskey, named after his home district of Crumlin (Dublin 12). Founded 2018 with master distiller David Elder (ex-Guinness). In 2021, Proximo Spirits acquired the brand for approximately $600 million.
The Celebrity Brand
Triple distilled at Old Bushmills, aged in ex-bourbon casks. 40% ABV. McGregor donates $5 per case to first responder charities. The brand's success is undeniable — $600 million proves the marketing works. But does the liquid justify the hype?
Tasting
Light, floral nose with honeysuckle and lime. Light-bodied palate of spiced apple and pear with some mid-palate bitterness. Short finish with orchard fruit fading into drying oak and a lingering bitterness. Pleasant but unremarkable.
The Verdict
Proper No. Twelve earns a 5 — a perfectly serviceable but unremarkable young blended Irish whiskey. Better for cocktails than sipping neat. At £22, comparable to other entry-level Irish blends but priced slightly higher for the celebrity branding. The $600 million brand is a marketing triumph; the liquid is average Irish whiskey.
