The Proper No. Twelve Irish Whiskey founding team, led by global icon Conor McGregor, and Proximo Spirits, Inc. have reached a long-term agreement to continue their record-breaking collaboration on the Proper No. Twelve brand. As Shanken News Daily reported, the new long-term deal is worth up to $600 million for brand co-founders Conor McGregor, his manager and business partner Audie Attar, and spirits industry entrepreneur Ken Austin. That sum, according to Ken Austin, includes the $250 million the team has already earned in the brand’s first two years in business with Proximo, which previously held a 49% stake.
I founded Proper No. Twelve less than three years ago and today it has become a shining star in the spirits industry. This agreement is exciting for my partners and me, and the potential is limitless! Our vision is for Proper No. Twelve to continue its incredible growth worldwide and to keep bringing new consumers to the now-reinvigorated Irish whiskey market. – Conor McGregor
The Irish professional mixed martial artist and boxer will remain a stakeholder of Proper No. Twelve, the brand that will make him a billionaire, and will remain actively engaged in promoting the brand.
Conor McGregor, Proximo and our partners have taken the spirits world by storm. When we launched, the Irish whiskey market was dominated by one brand. Now, Proper No. Twelve has disrupted the category and has become a leading brand in the industry. We are thrilled with what we and our partners have achieved in growing Proper No. Twelve to this point, and we look forward to continued success together. This agreement also demonstrates Proximo’s commitment to expand its presence in the fastest-growing segments of the spirits industry. – Mike Keyes, President & CEO of Proximo
The brand has shipped more than 500,000 nine-liter cases (over 6 million bottles) in eight international markets in the first two and a half years of business. McGregor, Attar and Austin will continue to work closely with Proximo in developing the brand and bringing it to even greater heights.