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Midnight Mania! Conor McGregor may be bought out of Proper No. Twelve Irish Whiskey

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UFC 257: Poirier v McGregor Photo by Chris Unger/Zuffa LLC

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Conor McGregor’s role in the whiskey business may be changing. A recent news release from Becle, a Mexican beverage company best known for their Jose Cuervo Tequila brand, included the line, “On February 23, 2021, the Company provided notice of the exercise of its call option to acquire 51% of the equity interests of EBS.”

EBS stands for Eire Born Spirits, the company Conor McGregor founded with his manager, CEO of Paradigm Sports Management Audie Attar, to create the Proper No. 12 Irish Whiskey brand. Per WhiskyCast, Becle has held a 20% stake in EBS since the inception of Proper No. 12, helping actually produce the whiskey. According to Wine & Spirits Daily, Becle opted to increase their stake to 49% in 2020.

A Becle spokesman confirmed to Whisky Cast that the acquisition covers the remaining 51 percent equity in EBS. In summary, Becle will have complete control of the company.

What’s interesting here is that McGregor’s future role in the company is uncertain. No longer an owner, it’s unclear if McGregor will be brought on as a spokesperson or representative, and Becle declined to comment on the issue. McGregor may have just cashed out!

One wonders if the deal made him a billionaire.

Either way, the consequences will be interesting to see. McGregor’s involvement and advertisement — both on social media and inside the UFC cage — have obviously been huge for the brand, so losing his assistance would be a blow. However, it’s possible that Becle may be looking to separate the Proper No. 12 name from McGregor himself, who does not maintain the cleanest reputation.

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