Proper 12 cuts ties with Conor McGregor in response to court verdict, mass exodus from retailers

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Proper 12 has officially cut ties with “Notorious.”

Proximo Spirits — Proper 12’s parent company — announced earlier this week that it will no longer use Conor McGregor’s name or image on the Irish whiskey, according to a report from the Irish Independent, bringing an end to the partnership effective immediately.

“Since 2021, Proximo Spirits has been the 100pc owner of Proper No. 12 Irish Whiskey,” the statement read. “Going forward, we do not plan to use Mr. McGregor’s name and likeness in the marketing of the brand.”

Proximo Spirits bought the whiskey brand from UFC’s former “double champion” (and his partners not named Artem Lobov) back 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 came just days after the UFC fighter lost his sexual assault civil case in an Irish court.

As a result, stores across the United Kingdom and Ireland delisted Proper 12 and will no longer sell the popular whiskey (details here).

In addition, IO Interactive — the studio behind the video game series Hitman — ceased its collaboration with McGregor and will begin removing all content related to “Notorious,” including a player skin and an assassination mission in the game itself.

UFC, as well as its outspoken CEO, Dana White, has still not issues a statement on the biggest superstar on its roster, opting to remain silent.

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