Conor McGregor’s Brand Takes Another Hit As His Name Gets Dropped From Proper No. Twelve Whiskey After Nikita Hand Verdict
Conor McGregor
Conor McGregor’s journey from global sports icon to controversial figure has been tumultuous. With his explosive fighting style and trash-talking prowess, he built an empire that stretched far beyond the octagon. Proper No. Twelve Irish Whiskey was more than just a drink—it was a symbol of his brand’s reach and swagger.
But everything changed after a High Court verdict in Dublin last Friday. McGregor was found liable for sexually assaulting Nikita Hand in 2018. Proximo Spirits, the owners of Proper No. Twelve wasted no time in cutting ties. Their statement was clear and decisive.
“Since 2021, Proximo Spirits has been the 100 percent owner of Proper No. Twelve Irish Whiskey. Going forward, we do not plan to use Mr. McGregor’s name and likeness in the marketing of the brand.”
Conor McGregor’s name and likeness would no longer be used to market the whiskey brand. It’s a stunning fall from grace for someone who was once the face of the product since its inception in 2018.
More than 1,000 shops including Tesco, SuperValu and Centra stores remove brands linked to Conor McGregor
A boycott of products associated with the mixed martial arts fighter has intensified after Nikita Hand verdict
Conor McGregor pictured at the launch of his Proper No 12 whiskey, which has been dropped by several Irish chains in the aftermath of the High Court civil action taken against him by Nikita Hand
Brands linked to Conor McGregor are being removed from shelves in potentially over 1,000 outlets across Ireland as a boycott of products associated with the mixed martial arts fighter intensified.
Retail giant Tesco also said a whiskey product promoted by Mr McGregor would be removed from its UK outlets as well as in Ireland.
The move by retailers to boycott brands associated with Mr McGregor came days after a High Court jury found he had assaulted a woman in a Dublin hotel six years ago. Nikita Hand had alleged in her civil action that she was raped by the mixed martial arts fighter. He denied the claim. She was awarded €248,603.
Stores that will no longer sell products linked to Mr McGregor include the Supervalu chain, Costcutter stores and Carry Out off licences.
BWG Foods, a leading retail and wholesale company, said whiskey and stout products associated with Mr McGregor would no longer be listed for distribution across its network of Spar, Eurospar, Mace, Londis and XL stores.
This could see brands removed from about 1,000 outlets.
Separately the company that bought Mr McGregor’s whiskey brand will stop using his “name and likeness” in marketing. McGregor sold his Proper No. Twelve whiskey brand to Mexican-owned Proximo Spirits in 2021, in a deal that was said at the time to have valued the business at some $130 million (€123.9 million).
The image of the mixed martial arts fighter remained visible on Proximo websites on Tuesday, and the drink remained listed among “McGregor brands” on his personal website.
But Proximo has now indicated he will no longer feature in company marketing.
“Since 2021, Proximo Spirits has been the 100 per cent owner of Proper No. Twelve Irish Whiskey,” the company said in response to questions.
How the Proper No. Twelve whiskey brand established by mixed martial arts fighter Conor McGregor was promoted by Mexican-owned Proximo Spirits on the whiskey’s website
There was no immediate comment from Mr McGregor’s representative.
Mr McGregor entered the brewing business in recent years with a product called Forged Irish Stout which has been sold in some off-licences, supermarkets and several pubs
On Sunday the Rape Crisis Network Ireland urged retailers to stop selling products associated with Mr McGregor.
Before lunchtime on Tuesday the Barry Group, which operates the Costcutter stores and Carry Out off-licences, became the first to say it was dropping Forged Irish Stout and Proper Twelve Whiskey . “This action reflects our commitment to maintaining a retail environment that resonates with the values of our customers and partners,” it said.
Shortly afterwards Musgraves, which owns the Supervalu and Centra outlets, followed suit.
Tesco said it would be removing Proper No 12 whiskey from sale. It does not stock Forged Irish Stout.
The Barry Group, one of Ireland’s leading retail food and alcohol wholesale providers which operates the Costcutter and Carry Out off-licence outlets told The Irish Times on Tuesday that it had “made the decision to remove Forged (Irish) Stout and Proper Twelve (whiskey) from circulation to our network”.
Meanwhile, it is understood that BWG Foods, one of the country’s leading retail and wholesale companies, has decided to delist products linked to Mr McGregor and will no longer be distributing them across its network of Spar, EUROSPAR, Mace, Londis and XL stores.
How Nikita Hand won her battle against Conor McGregor ??????/
IO Interactive Removes Conor McGregor DLC From Their Highly Popular Hitman Game
Video game fans were in for a surprise when IO Interactive, the developers behind the popular Hitman franchise, made a shocking decision. They completely pulled McGregor’s downloadable content from their game, effectively erasing the Irish fighter from their virtual assassin’s world.
The Elusive Target Mission “The Disruptor” was supposed to run from November 15 to December 8, and it was to include a $5 DLC pack. The removal came directly from a significant court ruling in Ireland. McGregor was found liable in a sexual assault case and ordered to pay €248,000 in compensation to the victim, Nikita Hand.
The timing adds an extra layer of drama to the story. The alleged incident occurred in December 2018, right after McGregor’s crushing defeat to Khabib Nurmagomedov. It was a period of professional frustration for the fighter, and now, years later, the consequences are unexpectedly catching up with him.
