Conor McGregor’s Proper 12 Brand Helps Whiskey Hit $1 Billion Sales In U.S.

Conor McGregor’s ‘Proper 12’ brand of whiskey has helped the industry sore to new levels in the U.S. with new figures showing that whiskey has now broken through the $1 billion sales barrier in the region for the first time ever.

Jameson remains the market leader in the United States, but it’s growth rate has slowed due to the popularity of ‘Proper 12’ which is now believed to have shifted in the region of 200,000 units since it’s launch last year.

“Was there ever any doubt I’d turn Whiskey to a Billi?” McGregor wrote in response to the news.

“I turned “human cock fighting” to 4.2.
I’m gonna toast on this fine Thursday this amazing news.
Sláinte to the only true Irish Whiskey we have left, @ProperWhiskey!
Irish owned forever.
Thank you all.
It has been my pleasure.”

McGregor later posted a lengthier reaction on Instagram in which he talked more about his rags to riches story.

“Who’s ready for a @properwhiskey spin class this weekend? Fun fact for you all, before I began to make a living out of fighting and Whiskey, I was a boxercise coach at my local gym, SBG. I charged €10 a class, with €5 of that to be split with the gym. This was just before my UFC debut. I had given up everything to make my dream a reality and I had not got two cent to rub together. These classes would literally get me my pack of chicken fillets and broccoli out of Tesco so I could eat for the week. Carbs were the enemy at the time, and also costly, so they were ignored happily lol. Fast forward today and we have collectively reached $1b in annual sales for the first time ever in Whiskey’s long and decorated history! What an amazing journey! I thank my lucky stars, my work ethic, and most importantly my loyal fans for all of this! Thank you all so much! Let’s keep pushing everyone, hard work pays and dreams come true!”

Ross launched MMA Insight (previously in 2009 as a way to channel his passion for the sport of mixed martial arts. He's since penned countless news stories and live fight reports along with dozens of feature articles as the lead writer for the site, reaching millions of fans in the process.