Conor McGregor & Company Make $600 Million On Proper No. Twelve Sale
Conor McGregor and company are a whole lot richer.
McGregor and his camp made upwards of $600 million after selling a majority stake of Proper No. Twelve Irish whiskey to Proximo Spirits, both parties confirmed to Shanken Daily News on Tuesday. Proximo Spirits, which owns Jose Cuervo and other alcohol brands, previously had a 49 percent share of the whiskey. Neither side confirmed what percentage Proximo now holds or how long until the agreement expires.
McGregor will split the $600 million between himself, manager Audie Attar of Paradigm Sports Management and their partner Ken Austin. According to Austin, the total includes $250 million the team already earned in the brand’s first two years in business.
“Proper Twelve is my baby for life!” McGregor said in a statement to his website, The Mac 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 confirmed that McGregor, Attar and Austin will all remain active parts of the brand with a big push expected for UFC 264.
“Twelve has been the most exciting brand in the Irish whiskey category,” Keyes said. “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.”
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