Conor McGregor will no longer represent Proper No. Twelve whiskey following a civil court finding him liable for sexual assault, leading to brand distancing and retailer pullouts.

Proper No. Twelve’s Decision:

  • Proximo Spirits, owner of Proper No. Twelve, announced it will no longer use McGregor’s name or likeness in marketing.
  • McGregor co-created the whiskey brand in 2018 and sold the majority of it to Proximo in 2021.
  • The whiskey, which McGregor helped popularize, became the third-best-selling Irish whiskey in the U.S.

Background on the Case:

  • McGregor was found liable in a civil court for raping Nikita Hand in a Dublin hotel room in 2018.
  • The court awarded Hand nearly €250,000 ($263,600) in damages.
  • McGregor has announced plans to appeal the decision, stating this on his X account Monday.

Immediate Brand Fallout:

  • Website and Social Media:
    • Proper’s website is currently offline, and McGregor’s face has been removed from its Instagram page.
  • Retailer Reaction:
    • Major retailers like Tesco and SuperValu have removed Proper No. Twelve from their shelves in the UK and Ireland.
  • Partnerships Ended:
    • Video game developer IO Interactive announced it would terminate McGregor’s inclusion in the popular “Hitman” series.

Impact on Proper No. Twelve:

  • The brand’s growth had relied heavily on McGregor’s star power, including high-profile TV ads and campaigns.
  • His endorsement helped launch new flavors, including a recent apple-flavored whiskey.
  • As Proximo shifts its strategy, the brand faces challenges in reshaping its image without McGregor’s influence.

Conor McGregor’s departure from Proper No. Twelve reflects the broader fallout from his civil liability verdict. With major retailers pulling products and partnerships ending, Proximo Spirits faces the challenge of rebranding one of its fastest-growing products without its controversial co-founder.