reported on Tuesday that Conor McGregor will no longer be the frontman of Proper No. Twelve Irish Whiskey after he was found liable for a sexual assault that occurred in 2018. McGregor lost the ...

Proximo Spirits has acquired a majority stake in Proper No. Twelve Irish Whiskey via a new long-term deal worth up to $600 million for brand co-founders Conor McGregor, Audie Attar, and Ken Austin.

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Those are the words of an Irish pub owner Sean Rice, who went viral earlier this week after posting a video of himself pouring bottles of McGregor's Proper no. Twelve whiskey down a toilet.

Pernod Ricard also saw impressive growth in 2021 from its smaller but more upscale Irish whiskey expressions Redbreast (+18.5%) and the Spot collection (+15%). Proper No. Twelve, in which Proximo ...