![]() ![]() It exists to be marketed at McGregor fans. It unfortunately does not exist to assault the palate with new qualities worthy of appreciation. 12 is unremarkable and ordinary in exactly the way you would expect a celebrity boxer’s whiskey to be. in 2017 and his many lucrative revenue streams as an athlete-slash-pitchman. No one is jumping up and down, demanding another down-market Irish whiskey, but there is more than enough demand for McGregor as a celebrity to justify its existence, as evidenced by his $85m paycheck for fighting Floyd Mayweather Jr. 12 is in the celebrification of the whiskey, not in the whiskey itself. But practically all Irish whiskeys are good when prepared this way, and I would credit Angostura bitters, which is magic that adds an extra layer of flavor to well spirits, and my corner market that always has good lemons for 50 cents apiece for this, before crediting the whiskey. This is probably closer to the way an ordinary drinker of this kind of spirit would consume it in the real world, and it was good. 12 for this review, I had a glass of it on the rocks with bitters and lemon peel. A week after my wife and I and some friends initially tasted Proper No. “Is there Green Spot? No? I guess Bushmill’s, then.”īefore the tasting notes, let’s talk for a moment about how people actually behave. ![]() ![]() And if this whiskey clears any bar at all, it is the low one of being not altogether different from the other blended Irish whiskeys that are more often deferred to than sought out. 12, a new Irish whiskey, didn’t set me up with any particularly elevated expectation for the spirit. and internationally.I am an outlier among Millennials in that I frequently have to Google celebrities to find out who they are, so learning that MMA fighter and boxer Conor McGregor is behind Proper No. Twelve retails at $24.99 and is bottled at 40% ABV (80 proof) and now 35% ABV (70 proof) for its Irish Apple varietal. To date, the brand has contributed $1.9 million, with more to come. Twelve sold, five dollars is donated to First Responder organizations worldwide, adding up to $1 million annually. The brand experienced one of the most successful launches in the wine & spirits category, selling 200,000 cases in its first six months on the market. Conor McGregor, Audie Attar, Ken Austin and Proximo Spirits launched Proper No. Twelve pays homage to McGregor’s hometown of Crumlin, located in Dublin’s District 12. Twelve Irish Whiskey is a smooth blend of triple-distilled malt and grain whiskey aged for four years in bourbon barrels delivering a delicious taste with hints of vanilla, honey-like sweetness and toasted wood. Twelve donates $5 per case on all products up to $1,000,000 annually. It is available for purchase in the United States at local retailers or on Drizly and ReserveBar for a suggested retail price of $24.99. Twelve Irish Apple is best served neat, on the rocks or in a proper cocktail. To date, the brand has contributed $1.9 million* to a variety of organizations, with more to come.” Twelve Irish Whiskey and our new Proper Irish Apple sold, five dollars will be donated to First Responder organizations around the world. ![]() We will continue to parlay that success by giving back and supporting First Responders around the world. Twelve Irish Whiskey, stated, “Our brand has seen huge success around the world since its launch. Now, we’re looking to do it again with Proper Irish Apple, creating the new gold standard in the Flavored Whiskey category,” said Lander Otegui, Chief Marketing Officer for Proximo Spirits, parent company of Proper No. Twelve Irish Whiskey has grown into an industry leader, rivaling 100+ year-old competitors. ![]()
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