Who Makes Proper No. Twelve Whiskey? Decoding the Ownership and Production
Proper No. Twelve Irish Whiskey is made by Eire Born Spirits, a company founded by Conor McGregor, the renowned mixed martial artist. While McGregor owns the brand, the whiskey itself is produced by Proximo Spirits, who handle the distilling, aging, and distribution.
The Genesis of Proper No. Twelve: A Champion’s Venture
Conor McGregor, known for his relentless drive and competitive spirit, embarked on a new venture beyond the octagon: creating his own Irish whiskey. His vision was to produce a smooth, approachable Irish whiskey that honored his Crumlin, Dublin 12 roots – hence, the name “Proper No. Twelve.” He sought to distill a whiskey that embodied the spirit of hard work, dedication, and celebration, traits synonymous with both his athletic career and the culture of his homeland. McGregor’s desire wasn’t just to slap his name on a bottle; he wanted to be genuinely involved in the creation and promotion of the brand.
The Partnership with Proximo Spirits: Expertise and Scale
While McGregor conceived and owns the brand, the actual production and distribution are handled by Proximo Spirits. This strategic partnership was crucial for Proper No. Twelve’s success. Proximo Spirits, a well-established player in the alcohol beverage industry, brings invaluable expertise in:
- Distilling & Aging: Utilizing their resources and experienced distillers to craft the whiskey to McGregor’s specifications.
- Bottling & Packaging: Ensuring consistent quality and efficient production.
- Distribution & Marketing: Leveraging their existing network to bring Proper No. Twelve to a global audience.
Proximo’s involvement allows McGregor to focus on brand building and marketing, while ensuring the whiskey maintains a high standard of quality and reaches consumers worldwide. They handle the intricate and regulated process of alcohol production and distribution, something that requires specialized knowledge and infrastructure.
Understanding the Production Process
The production of Proper No. Twelve follows traditional Irish whiskey-making methods, albeit with a modern twist to achieve its signature smoothness. The process generally involves:
- Grain Selection: Carefully selecting the right blend of malted barley and grain.
- Mashing: Combining the grains with water and heating them to extract sugars.
- Fermentation: Adding yeast to the sugary liquid (wort) to convert the sugars into alcohol.
- Distillation: Triple distilling the fermented wash in copper pot stills, a hallmark of Irish whiskey production. This process refines the alcohol and contributes to its smooth character.
- Aging: Maturing the spirit in oak barrels, often ex-bourbon barrels, which impart flavors of vanilla, caramel, and spice. The exact duration of aging is crucial for developing the desired profile.
- Blending: Combining different barrels to achieve the consistent taste profile that defines Proper No. Twelve.
- Bottling: Diluting the whiskey to the desired proof (40% ABV or 80 proof) and bottling it for distribution.
Potential Benefits of the Partnership
The relationship between McGregor and Proximo Spirits delivers a range of benefits to both parties and the brand:
- McGregor: Access to expert distilling, distribution, and marketing expertise, allowing him to focus on branding and promotion.
- Proximo: Leveraging McGregor’s global recognition and fanbase to introduce their product to a new audience.
- Proper No. Twelve: A consistent product backed by established infrastructure and a passionate celebrity endorsement.
Transparency and the Future of the Brand
While the brand is inextricably linked to Conor McGregor, future strategies involve building on the whiskey’s own merits, solidifying its place in the market, and ensuring sustained consumer appeal, independent of the celebrity association. This can be achieved through consistent product quality, innovative marketing, and exploring new expressions of the brand.
Key Players Summary
| Role | Entity | Responsibilities |
|---|---|---|
| Brand Owner | Eire Born Spirits (Conor McGregor) | Conceptualization, branding, marketing, overall strategic direction. |
| Production & Distribution | Proximo Spirits | Distilling, aging, blending, bottling, distribution, sales, legal compliance. |
Frequently Asked Questions About Proper No. Twelve
Who owns Eire Born Spirits?
Eire Born Spirits was initially founded by Conor McGregor, his manager Audie Attar, and entrepreneur Ken Austin. However, in 2021, Proximo Spirits acquired a majority stake in the company, effectively taking control of the brand.
Is Proper No. Twelve actually made in Ireland?
Yes, Proper No. Twelve is indeed made in Ireland. While Proximo Spirits handles the overall production, the distillation, aging, and blending all occur in Ireland, adhering to Irish whiskey regulations.
What makes Proper No. Twelve different from other Irish whiskeys?
Proper No. Twelve is often described as a smooth and approachable Irish whiskey, aiming for broad appeal. This is achieved through careful blending and a focus on a milder flavor profile compared to some bolder, more peated Irish whiskeys.
Where is Proper No. Twelve distilled?
While the exact distillery location is not explicitly stated for proprietary reasons, it is distilled in Ireland. Proximo Spirits partners with established Irish distilleries to produce the whiskey according to McGregor’s and their standards.
What are the main flavor notes in Proper No. Twelve?
The primary flavor notes in Proper No. Twelve include vanilla, honey, and toasted wood, derived from aging in ex-bourbon barrels. It’s generally described as having a smooth, slightly sweet finish.
Is Proper No. Twelve a triple-distilled whiskey?
Yes, Proper No. Twelve is triple-distilled, a traditional process for Irish whiskey. Triple distillation helps remove impurities and contributes to the spirit’s characteristic smoothness.
How long is Proper No. Twelve aged?
While the exact aging period isn’t explicitly stated, Irish whiskey regulations require a minimum of three years of aging in wooden casks. Proper No. Twelve likely meets or exceeds this minimum requirement.
What are the recommended ways to drink Proper No. Twelve?
Proper No. Twelve is versatile and can be enjoyed neat, on the rocks, or in cocktails. Popular choices include mixing it with ginger ale, cola, or using it in classic whiskey cocktails like an Old Fashioned or Irish Coffee.
Where can I purchase Proper No. Twelve?
Proper No. Twelve is widely available at liquor stores, bars, and restaurants across many countries. You can also find it for sale through online retailers that ship alcohol.
Has Proper No. Twelve won any awards?
While reviews and ratings vary, Proper No. Twelve has garnered some recognition and awards, particularly for its taste and value. However, it often faces competition from more established Irish whiskey brands.
What is Conor McGregor’s involvement with Proper No. Twelve now?
Although Proximo Spirits holds a majority stake, Conor McGregor remains involved in the brand as a founder and spokesperson. His influence is still visible in marketing campaigns and promotional events.
What’s next for Proper No. Twelve?
The future for Proper No. Twelve likely involves expanding its market share, potentially introducing new expressions (e.g., a higher-proof version or different cask finishes), and solidifying its position in the competitive Irish whiskey market. Maintaining consistent quality and leveraging the McGregor brand will be key.