On Thursday (28 February), McGregor’s whiskey – Proper No. Twelve – officially launched in the UK.
The expansion comes on the heels of Proper No. Twelve’s record-breaking launch in Ireland and the US.
McGregor, a former two-division UFC (Ultimate Fighting Championship) champion, first launched the spirit in Ireland and the US in September last year, but demand “rapidly outpaced supply”, and stock that was estimated to be enough for six months sold out within just 10 days.
Moreover, due to its popular demand, leading supermarkets in Ireland were forced to ration customers to two bottle per purchase.
The Irishman, who collaborated with Eire Born Spirits to launch his whiskey label, said he was “humbled” by the widespread support his brand has received since it hit Ireland and US retailers last year.
Staggeringly, it has also become the most followed spirit brand in the world on Instagram, gaining more than 575,000 Instagram followers in less than five months.
“My success can be traced from the lessons I learned growing up, the values of loyalty and hard work – Proper No. Twelve is who I am,” exclaimed McGregor.
“I respect other whiskeys, but we are not here to just take part, we are here to take over.”
Proper No. Twelve is said to be complex and sophisticated, yet smooth and approachable with hints of vanilla, honey-like sweetness and toasted wood.
“Entering the UK market continues my dream for Proper No. Twelve to become an iconic brand and to the people of the UK, I say sláinte,” McGregor concluded.