Walking into a UFC press conference with whiskey bottle in hand for a pre-fight face-off has been his signature for years.  Eire Born Spirits and its founder, Conor McGregor, today announce the launch of Proper No. Twelve Irish Whiskey in Australia.

Numerous Irish whiskey makers sought McGregor’s endorsement over the years, but as a true born and bred Irishman, he did not want to simply endorse an Irish whiskey. Inspired by his pride for Ireland and his love of Irish whiskey, McGregor wanted to create his own whiskey that would match his high standards and make his country proud.

For years, McGregor developed the brand under the project name “Notorious” through which came the foundation of what was to eventually become Proper No. Twelve. It became a longer and more complicated project than originally expected, so McGregor turned to a distillery with a proven history of quality whiskey making. He met his master distiller, and together they took painstaking measures to bring the whiskey to fruition. “We created close to one hundred blends and ultimately selected what we knew was the one and only proper whiskey blend. We took the time to develop an incredible whiskey that is reasonably priced and I am excited to share it with the world,” said McGregor.

Proper No. Twelve’s first expression is a blend of golden grain and single malt. It is produced at the oldest distillery in Ireland in an area known for its rich soil and pure spring water. Proper No. Twelve is smooth and approachable with hints of vanilla, honey-like sweetness and toasted wood. The Whiskey is Sweet with floral, and fruity character, delivering aromas of sweet almonds, candied nut, and sugar.  The grain Whiskey leaves a strong burnt toast finish, with charred oak character.

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