![]() Conor Mcgregor Sells Proper 1: How Much Money Did The Notorious One MakeĬonor McGregor, along with co-founders Audie Attar and Ken Austin, has sold the majority stake of his whiskey brand, Proper 12, to Proximo Spirits in a $600 million deal. ![]() The well-balanced palate features pretty notes of dried apple and honey segueing to a baking-spice finishall at an approachable 80 proof. This leads to far more depth and character than fans of single-malt Scotch may typically associate with Irish whiskey. West Cork produces a gorgeous single-malt that sees Irish barley and local spring water going into a hand-built copper pot still, with the resulting distillate matured for eight years in first-fill, flame-charred bourbon barrels. While single-malt Scotch has become increasingly expensive in recent years, there are a number of single-malt Irish whiskeys that still represent terrific values. Recommended Reading: What Is The Rock’s Tequila Called The $600 million will go to brand co-founders McGregor, his agent Audie Attar of Paradigm Sports Management and their partner Ken Austin, who told the publication that the sum includes the $250 million the team already earned in the brand’s first two years in business with Proximo. Proximo previously held a 49% stake in the company. Twelve Irish whiskey in a deal worth up to $600 million, both sides told spirits trade publication Shanken News Daily on Tuesday. Proximo Spirits, a company that owns Jose Cuervo and other alcohol brands, has acquired a majority stake in Proper No. Conor Mcgregor Sells Majority Of Whiskey Brand Proper No Twelve To Proximo Spirits For $600mĬonor McGregor is no longer the majority owner of the whiskey brand he founded, but the UFC star has added to his growing fortune. An Irish Whiskey from an Irishman! Twelve is a proper Irish Whiskey. The app is now available in Ontario, British Columbia, Alberta, Saskatchewan, New Brunswick, and Yukon, and will be available soon in the rest of the states and territories. If you were going to look up Irish whiskey in the dictionary, there would be a picture of Conor McGregor there because he epitomizes what being Irish is, Austin says. I call him the Howard Stern of fighting, Austin says. The branding, packaging, and whiskey itself all had to be unimpeachable, he says, as many would be hoping for McGregor to fail because of his divisive reputation. in March 2020.įrom the beginning, Austin knew a few things would be crucial to the success of Proper No. More recently, Austin teamed up with Dwayne The Rock Johnson for Teremana tequila, which launched in the U.S. Pernod Ricard bought a majority stake in the brand for a reported $100 million in 2014, then acquired the remainder for an undisclosed sum in 2018. In 2013, he founded Tequila Avíon with rap star Jeezy. Having previously worked for E& J Gallo and Seagrams, Austin is no stranger to the alcohol industry nor is this his first celebrity spirit collaboration. Twelve is owned by Eire Born Spirits, a company co-founded by McGregor, his manager Audie Attar, and Ken Austin. Part of the answer almost certainly lies in the lesser-known individuals involved in the brand. Read Also: How To Make Vodka Martini Without Vermouth McGregor celebrated the sale in an Instagram post, noting that “Proper Twelve is my baby for life.” “We hit a milestone and it gave Proximo the opportunity to own a significant stake.” “When we started this business with Proximo, we basically laid out, I’ll call it certain hurdles, that would allow them to buy pieces of the company over time,” Austin told Shanken News Daily. Now, it owns a much bigger stake - the size of which is unknown still.Īs McGregor’s business partner Ken Austin told Shanken News Daily, it was the plan all along for Proximo to eventually buy a majority stake in the company. Proximo Spirits, which also owns Jose Cuervo and Bushmills, in addition to other brands, already had a 49 percent stake in Proper No. Twelve Irish whiskey to Proximo Spirits in a deal that is worth up to $600 million. The UFC star and his business partners sold their majority stake in Proper No. Proximo Spirits Is Purchasing Proper No TwelveĬonor McGregor just got even richer.
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