Meanwhile, the man punched by McGregor in a Dublin pub has said he will not be returning to the establishment again after the Irish UFC fighter confirmed plans to purchase the bar. “I’m only warming up the barrels here! What I have in store for you all will not only take Proper Twelve to the absolute pinnacle of Irish whiskey, but of all spirits!” “Proper Twelve is my baby for life!” McGregor said in a statement to his website, The Mac Life. The Irishman, who is due to fight Dustin Poirier for the third time in July, is set to continue fronting the brand despite his receding stake in the company. ![]() Twelve Irish whiskey for a deal worth up to 600 million. The UFC fighter and his partners have sold their majority stake in Proper No. McGregor, a former two-weight UFC world champion, has used his vast social media platform of 8.6m followers on Twitter and nearly 40m followers on Instagram to promote Proper No Twelve. Conor McGregor is cashing in on the booze business. Included in the payment is $250m already earned in the brand’s first two years of business with Proximo, Austin said. Conor McGregor has sold a majority share of his whiskey company in a whopping deal said to be worth 500 million. Proximo Spirits already held a 49 per cent stake in McGregor’s Proper No Twelve company, and. Have a great day, and we’ll talk tomorrow.The $600m will be split between McGregor and his fellow co-founders: his agent Audie Attar and their business partner Ken Austin. McGregor swigs whiskey at post-Mayweather fight press conference. Conor McGregor has sold a major stake in his whiskey brand in a deal with up to 600m (£430m). That’s not to say it was easy, because it wasn’t, but hate him or love him, you have to respect that. The decision to create his own product and maintain favorable economics in the business, rather than just collecting a marketing check, is ultimately what provided him the opportunity for a $600 million exit. Rather than continuing to make $5M to $10M annually off endorsement deals with companies like Monster Energy & Reebok, McGregor teamed up with world-class entrepreneur Ken Austin - the founder of Tequila Avion & Teremana Tequila - and used his audience to capture significant equity upside. The part Conor McGregor deserves credit for? Sure, there have been plenty of other celebrity-backed alcohol brands that ultimately fizzled out, but my point remains true, the blueprint for success has been established. Dwayne “The Rock” Johnson’s Teremana Tequila is the fastest-growing tequila brand in history. Ryan Reynolds sold Aviation Gin to Diageo for $610 million. George Clooney sold his tequila brand Casamigos for $1 billion. In the end, the concept of celebrities using their fame, audience, and distribution to build successful alcohol brands is not new. Last spring, Proximo increased its stake from 20% to 49%, and now, after hitting another significant milestone, Proximo has acquired a majority stake in the business for $600 million in total.Įven better, McGregor and his team will still maintain a minority stake in the business and have publicly stated that their goal is to sell more than one million cases of Proper No. UFC star Conor McGregor is reportedly set to earn a bumper payday, with Mexican beverage company Becle announcing that they are taking over the Irishmans whiskey company. ![]() As they reached certain milestones based on sales and profit, Proximo would be allowed to buy up additional pieces of the company over time. ![]() ![]() Twelve Whiskey in 2018, they laid out a very detailed buyout plan with Proximo Spirits. When Conor McGregor, Ken Austin, and Audie Attar launched Proper No. Most Popular Irish Whiskey Brands (2019 Sales) Twelve now ranks as the 4th most popular Irish Whiskey brand in the world - behind Jameson, Tullamore Dew, and Bushmills. founded by McGregor and his managerhad been purchased by beverage company Becle. Twelve sold out a six-month allocation in its first ten days after launch and hasn’t slowed down since.Īs if that wasn’t impressive enough, Proper No. The game plan was simple: Proximo Spirits would provide manufacturing and distribution from its Old Bushmills Distillery in Northern Ireland, while Conor McGregor would utilize his large social following and passionate audience to market the product organically. Proximo Spirits, who previously held a 49 per cent stake in. Twelve Whiskey in 2018, they sought out a strategic & experienced partner to go to market with.Īs the importer and distributor for almost 20 internationally renowned spirit brands, including the world’s best-selling tequila brand Jose Cuervo, Proximo Spirits was the perfect partner. Conor McGregor has sold his majority stake in his whiskey company in a deal worth a cool 600m (430m). When Conor McGregor and his business partners Audie Attar and Ken Austin officially launched Proper No.
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