McGregor's Proper No. 12 Makes Big Impact In U.S. Whiskey Marketplace

McGregor's whiskey sold out its consignment of cases that was allotted for six months in N.Y. in a few daysPROPER TWELVE

Conor McGregor is "looking to shake up the lucrative U.S. market for Irish whiskey" with a brand of his own, dubbed "Proper No. Twelve," according to John Byrne of the N.Y. POST. Since McGregor launched his Irish whiskey late last year, sales of his brand -- "named after his Dublin neighborhood -- have soared." The whiskey "sold out its consignment of 200,000 cases that sells for about $29.99 a bottle" in N.Y. -- in "a matter of days, rather than the six months originally allotted." The brand then "opened markets in U.K. and Australia, after its successful launch in the U.S. and Ireland." McGregor's business partner Ken Austin said, “This year we will surpass the Number Two and Number Three most popular Irish whiskey brands in the U.S." (N.Y. POST, 5/5).