Proper 12 has cut ties with “The Notorious.”
Today (Tues., Nov. 26, 2024), Proximo Spirits, the parent company of Proper 12, announced that they will no longer use Ultimate Fighting Championship (UFC) fighter Conor McGregor’s name or image on the Irish whiskey, according to a report from the Irish Independent.
“Since 2021, Proximo Spirits has been the 100pc owner of Proper No. 12 Irish Whiskey. Going forward, we do not plan to use Mr. McGregor’s name and likeness in the marketing of the brand.”
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Photo by Jeff Bottari/Zuffa LLC/Zuffa LLC via Getty Images
Proximo Spirits bought the whiskey brand from McGregor and his partners in 2021 for a reported $600 million but continued to promote the alcohol using the Irish fighter’s name.
The decision to cut ties with McGregor comes just days after the UFC fighter lost his sexual assault civil case in an Irish court and is forced to pay the victim upward of $260,000.
Just today, stores across the United Kingdom and Ireland delisted Proper 12 and will no longer sell the popular whiskey.
Yesterday, IO Interactive, the studio behind the video game series Hitman, ceased its collaboration with McGregor and will begin removing all content him, including a player skin and an assassination mission in the game itself.
UFC has still not offered a statement on its superstar athlete and has remained silent.