Proper No. Twelve is an Irish whiskey brand founded in 2018 by MMA superstar Conor McGregor, named after the Dublin 12 postcode — the Crumlin neighbourhood where McGregor grew up. The brand launched with considerable fanfare and quickly became a commercial phenomenon, riding the wave of McGregor's global celebrity status to reach an enormous audience almost overnight. The whiskey is a blend of golden grain and single malt, crafted to be approachable and smooth, targeting a broad consumer base rather than dedicated whiskey connoisseurs. Since its launch, the portfolio has expanded to include additional expressions such as an apple-flavoured variant. Proper No. Twelve rose to become the second-biggest selling Irish whiskey in the United States, generating an estimated $120 million per year in the US market alone — a remarkable achievement for a brand less than a decade old. Mexican drinks conglomerate Becle, owner of Jose Cuervo and Bushmills, acquired a majority stake in the brand through several transactions, with the brand's total valuation reported at up to $2 billion. Proper No. Twelve stands as one of the most commercially successful celebrity spirits ventures in recent history.