Proper No. Twelve has long lived in the shadow of its celebrity cofounder, MMA fighter Conor McGregor. But with the brand now officially parting ways with McGregor following a series of controversies, it’s finally stepping into a more serious spotlight—and doing so with a whiskey that’s turning heads for all the right reasons.
The newly released 13-Year-Old Single Malt Irish Whiskey is the brand’s first major statement in its post-McGregor era. And it’s a compelling one. Distilled at Northern Ireland’s historic Bushmills Distillery—a facility revered for its traditional approach and deep whiskey heritage—the expression is a welcome departure from the brand’s original core blend, which failed to impress serious whiskey aficionados.
The previous blend, a mix of malt and grain whiskey aged four years in bourbon barrels, never quite delivered on quality. It was accessible, yes—but often criticized as lacking complexity or distinction. This new single malt, however, marks a clear maturation—not just in age, but in ambition.
Crafted entirely from malted barley, the 13-year expression is aged in American oak first-fill bourbon barrels and European oak second-fill ruby port casks, which impart a sophisticated depth. On the nose and palate, it offers layers of vanilla, stone fruit, dried berries, tannic oak, baking spice, and a subtle but persistent black pepper heat. Bottled at 86 proof, the whiskey lands with presence, yet maintains a smooth, refined finish.
Perhaps most importantly, this release signals a pivotal rebrand. McGregor’s name, image, and likeness have been completely removed from the product and its marketing. The shift is more than symbolic—it’s strategic. In the words of Lander Otegui, Executive VP of Marketing at Proximo Spirits,
“It’s a celebration of the exciting future ahead as we continue to expand the brand’s Irish whiskey offerings and disruptor approach to the category”
With this single malt now available in select U.S. markets—Florida, Georgia, Illinois, Tennessee, Texas, and Arizona—and priced at an approachable $60 SRP, Proper No. Twelve is positioning itself as more than a novelty label. It’s aiming to be taken seriously among premium Irish whiskey players.
This release may not yet eclipse Bushmills’ top-tier aged statements, but it gets far closer than anyone expected—and far enough to suggest that Proper No. Twelve’s best days may still be ahead. For fans of Irish whiskey looking for character, age, and authenticity without the gimmicks, this bottle deserves a spot on your shelf.
