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.