Proper No. Twelve, the popular Irish whiskey brand co-founded by Conor McGregor, has announced that it will no longer be using McGregor's name and likeness in its marketing efforts. This decision comes after McGregor was found liable in a sexual assault case.
Proximo Spirits, the distributor and owner of Proper No. Twelve, confirmed that they do not plan to feature McGregor in the promotion of the brand moving forward. McGregor, who played a significant role in the creation of Proper in 2018, sold a majority stake in the brand to Proximo in 2021.
