Conor McGregor's whiskey is called Proper Twelve instead of using his name because his brand is already everywhere. The name references Dublin's 12th district, his hometown, giving the product its own identity rather than riding on his fame like Johnnie Walker or Jack Daniel's do with their founders.
Everybody thought Proper Twelve was going to be a gimmick until they tried it.
By the way, did you ever consider just putting his name on it? You have like Jameson or Johnny Walker or Jack Daniel's.
Like McGregor's name is so famous. It's taken.
We did think about that. There's the McGregor clan. I think it's a Scotch. We also considered Notorious Irish Whiskey at one point.
No, Proper Twelve is a good name. Is it like the 12 districts of Dublin? He's from Dublin 12.
So each, let's call it borough or city within Dublin, is a number. Where he's from is Dublin 12. And proper, I mean, they always say that was a proper night out, you know, like, oh, it was a proper good time. So it's, you know, proper number 12.
