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Pic: Conor McGregor launches Proper No. Twelve Irish Whiskey

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Proud day! Today “Project Notorious” finally comes to life with the introduction of my new Irish Whiskey; Proper 12. I have spent a lifetime studying this craft under the tutelage of my late Grandfather on my mother’s side, Christopher “Jakes” Moore, and I have put just over 3 years into the making of this liquid alone. I introduce to you @ProperWhiskey! Proper Irish Whiskey, from a Proper Irish man! Born and bred in the Dublin suburb of Crumlin, Dublin 12. Proper Twelve is who I am. I wanted to make an Irish whiskey emblematic of Irish culture as a whole, and something that would showcase the great skill we possess of distilling the best Whiskey in the entire world. One of the many amazing skills we possess on this great island. Proper Twelve is crafted at Ireland’s oldest distillery. It is made with the Isle’s freshest spring water and finest golden grain and single malt – it is pure liquid gold! This is Ireland’s whiskey, and it is my gift to the world. Another proud announcement for me in this venture is that with each case we sell, my company will donate to the first responders in each district the case is sold in. This donation plan will be in operation all over the world. These are the men and women who run into buildings while everyone else is running out. They are our real life heroes – Proper Heroes I look forward to joining all of you in a PROPER salute soon. Sláinte

A post shared by Conor McGregor Official (@thenotoriousmma) on

File this under “tactical move.”

Former Ultimate Fighting Championship (UFC) lightweight champion Conor McGregor, who has the opportunity to recapture his crown with a historical UFC 229 win over reigning 155-pound kingpin Khabib Nurmagomedov, made good on his recent promise to make Tennessee whiskey taste like dishwater.

All you need is one sip of his Proper No. 12.

“I come from a place called Crumlin, in Dublin 12. It’s a place dear to my heart,” McGregor wrote in today’s press release. “It’s where I learned how to fight; it made me who I am today. It’s a place I’m still very much a part of every single day of my life. So, that’s where the name came from. It’s proper Irish whiskey and twelve is my hometown.”

I’m sure UFC will be thrilled to learn its biggest star is now in the business of promoting booze, especially in the wake of recent announcements that paired the world’s largest mixed martial arts (MMA) promotion with prominent spirits like Blackheart Premium Spiced Rum and Nemiroff Vodka.

“Growing up on the streets of Dublin 12, I learned the values of loyalty and hard work,” McGregor continued. “I respect other Irish whiskeys, but I am coming in strong, with passion and with purpose. I am the founder of this company and I am going to give it my all.”

He’ll definitely need to give it his all against the Dagestani “Eagle” on Oct. 6 in Las Vegas, if these numbers hold true.

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