Mark Proper No. Twelve acquired by Proximo Spirits, while the Irish MMA fighter will remain an active promoter
Conor McGregor, a former UFC lightweight and featherweight champion and one of the most recognizable MMA fighters in the world, has closed a deal with Proximo Spirits to sell his whiskey brand Proper No. Twelve. The sale amounted to 600 million dollars.
Whiskey Proper No. Twelve was introduced to the market in 2018 and this blended Irish variety quickly became popular, thanks in large part to McGregor's reputation for luxury and quality spirits.
The buyer of the brand was Proximo Spirits, an American importer and distributor of spirits, which thus expands its presence in the whiskey market. The company already owns many brands of beverages, the most famous of which is the world's best-selling tequila brand Jose Cuervo.
Proximo Spirits previously held 49% shares in the company that produces Proper No. Twelve, and actively participated in the creation of the brand. Now, most of the shares are being transferred to her, although the exact share and detailed terms of the agreement are not disclosed.
It is reported that McGregor himself, as well as the other two co-founders of the brand, will retain part of the company's shares, and will also play an active role in the development of the brand. McGregor himself will remain the main representative of the brand, its "face". And in general, the positioning of the brand in the market will not change in any way. In particular, massive whiskey advertising is expected to accompany McGregor's upcoming fight with Dustin Poirier at UFC 264 on July 10 in Las Vegas.