Tag: Proper No. Twelve

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Proper No Twelve, the brand founded by former professional fighter Conor McGregor, was sold to Jose Cuervo Tequila maker Becle in April 2021. Price: up to US$600 million @spiritsbusiness

Price: up to US$600 million

Proper No. Twelve, the brand founded by former professional fighter Conor McGregor, was sold to Jose Cuervo Tequila maker Becle in April 2021.

Mexican spirits group Becle confirmed it had purchased the remaining 51% stake in Eire Born Spirits (EBS), the company behind Proper No. Twelve, during the publication of its first quarter results. 

At the time, the company said McGregor would ‘retain an interest’ in the brand and ‘remain actively engaged in the promotion’ of Proper No. Twelve.

Since its launch in September 2018, Proper No. Twelve has achieved ‘record-breaking growth’, shipping more than 500,000 nine-litre cases (more than six million bottles) in eight global markets.

Proper No. Twelve had a 3% share of the Irish whiskey category on Drizly in 2022, 2021 and 2020, and is among the top five celebrity-backed whiskies on the platform.