Man Who Smashes People in the Face for a Living Launches Whiskey

In Drinks, Featured, News and Comment

Conor McGregor launches ‘Proper 12’ Irish Whiskey brand

image: notoriousmma/instagram
image: notoriousmma/instagram

In further proof that humanity hasn’t developed very much despite 50,000-odd years of ‘civilised society’, Mixed Martial Arts practitioner Conor McGregor has amassed a $100M fortune by beating the shit out of people on television.

The ‘warrior spirit’ and ‘sportsmanship’ required to kneel on a man’s chest and smash him in the face until he blacks-out is so epitomised by McGregor that it doesn’t really matter when it makes an appearance outside the ring, and we should all be very excited that he is ‘celebrating his heritage’ by launching an Irish Whiskey.

Originally named Project Notorious (so authentic), McGregor was forced to change the name of the brand to Proper 12, following a trademark dispute with the Carlow Brewing Company. That a row over marketing and trademarks sits at the heart of the brand seems reasonably fitting.

Proper 12 is being made by distiller David Elderman, formerly of Bushmills, at Eire Born Spirits, and is a blend. It will be available in the US and Irish markets initially, with further territories added if it sells well.

McGregor says that $5 will be donated for each case sold to ‘first responder charities’ local to wherever drinkers are buying it. Presumably this is to support paramedics who have to deal with the sort of customers who get a bang out of watching Mixed Martial Arts.

Cover image: thenotoriousmma/instagram

Related posts

Rookie Programme 2019 Now Accepting Applications

BarLifeUK and Edrington-Beam Suntory are excited to welcome a new generation of bartenders to the Rookie Programme family. The Rookie


Brooklyn Brewery’s Defender IPA Comes to the UK

Brooklyn Defender IPA will be from the end of March, 2019 BarLifeUK have long been fans of Brooklyn Lager, particularly


Win Chelsie Bailey’s Bacardi Legacy ‘Rum Reverie’ Merch Pack

Competition entry deadline: 27th February, 2019 Click to view full size Bacardi Legacy 2019 is well under


Mobile Sliding Menu