Conor McGregor Sells Majority Stake In Proper No. Twelve Whiskey For $600 Million

Conor McGregor and his partners have sold their majority stake in Proper No. Twelve Irish Whiskey in a deal worth upwards of $600 million (£432 million).

The 32-year-old and co-founders Audie Attar and Ken Austin have sold their majority stake to Proximo Spirits, which already had a 49 percent stake in the brand and owns others brands such as Jose Cuervo and Bushmills.

McGregor will stay on as a stakeholder and face of the brand, stating that he wants to make the drink the biggest spirit in the world.

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Speaking to his website The Mac Life, he said: "Proper Twelve is my baby for life! I'm only warming up the barrels here!

"What I have in store for you all will not only take Proper Twelve to the absolute pinnacle of Irish whiskey, but of all spirits!"

Proximo CEO Mike Keyes said the company would help the brand continue its 'unprecedented growth'.

He told Shanken News Daily: "Since introducing this brand with Conor and his partners just two and a half years ago, Proper No. Twelve has been the most exciting brand in the Irish whiskey category.

"The brand continues to grow at an unprecedented rate, and this agreement reflects Proximo's commitment to expanding its presence in the whiskey category as a whole.

"We are very excited about Conor's upcoming July 10 fight in Las Vegas, and obviously we are planning a big splash around that event."

Co-founder Austin added that McGregor remains fiercely ambitious with regards to the future of the brand.

He said: "When we started this business with Proximo, we basically laid out, I'll call it certain hurdles, that would allow them to buy pieces of the company over time.

"We hit a milestone and it gave Proximo the opportunity to own a significant stake.

"It's hard to predict how long it's going to take, but I'm looking at a million cases and saying that's a starting point for this brand.

"Conor is very, very fixated on this being a multi-million case brand. I wouldn't count him out ever."

Topics: Conor Mcgregor

Jake Massey

Jake Massey is a journalist at LADbible. He graduated from Newcastle University, where he learnt a bit about media and a lot about living without heating. After spending a few years in Australia and New Zealand, Jake secured a role at an obscure radio station in Norwich, inadvertently becoming a real-life Alan Partridge in the process. From there, Jake became a reporter at the Eastern Daily Press. Jake enjoys playing football, listening to music and writing about himself in the third person.

@jakesmassey