Conor McGregor did not buy Proper 12. In fact, he is no longer the majority owner of the whiskey brand he founded. Instead, Proximo Spirits, a leading spirits producer, has acquired a majority stake in Proper 12 for a staggering $600 million. This acquisition undoubtedly adds to McGregor's already substantial fortune.
As an expert sommelier and brewer, I have been following the rise of Proper 12 closely. It is fascinating to see how McGregor, a renowned UFC star, ventured into the world of whiskey and managed to create a brand that gained such immense popularity in a relatively short period of time.
Proper 12 was launched by McGregor in 2018, and it quickly gained attention due to its association with the charismatic fighter. McGregor's involvement and his personal story behind the brand undoubtedly played a significant role in its initial success. His determination and drive to create a whiskey that would represent his Irish heritage and values resonated with consumers worldwide.
However, as Proper 12 continued to grow in popularity, McGregor realized the need for a strategic partnership to further expand the brand's reach. This led to the acquisition by Proximo Spirits, a move that allows Proper 12 to benefit from the expertise and resources of a well-established spirits producer.
Proximo Spirits has a strong portfolio of brands, including well-known names like Jose Cuervo tequila and Boodles gin. Their acquisition of Proper 12 demonstrates their belief in the brand's potential and their confidence in its ability to continue thriving in the competitive whiskey market.
While McGregor may no longer be the majority owner of Proper 12, it is important to note that he still retains a stake in the company. This means that he will continue to be involved in the brand's growth and development, albeit to a lesser extent.
From a personal perspective, I find this acquisition to be a fascinating development in the world of whiskey. It showcases the evolving nature of the industry and the potential for collaboration and partnerships to drive success. It will be interesting to see how Proper 12 evolves under the guidance of Proximo Spirits and how McGregor's involvement will continue to shape the brand's identity.
Conor McGregor did not buy Proper 12. Instead, Proximo Spirits has acquired a majority stake in the whiskey brand for $600 million. While McGregor is no longer the majority owner, he still retains a stake in the company and will continue to be involved in its growth. This acquisition opens up exciting possibilities for Proper 12 and highlights the potential for collaboration and strategic partnerships in the spirits industry.