Conor McGregor is no longer in the whiskey game. McGregor and his partners have sold Proper No. Twelve to Proximo Spirits for a reported $600 million. Proximo, who also owns brands Bushmills and Jose Cuervo, was a 49% partner in Proper No. Twelve before the deal. This was the plan all along according to Proper No. Twelve’s Ken Austin, a business partner of McGregor.
“When we started this business with Proximo, we basically laid it out, I’ll call it certain hurdles, that would allow them to buy pieces of the company over time. We hit a milestone and it gave Proximo the opportunity to own a significant stake.”Ken Austin, Proper No. Twelve Partner via Shaken News Daily
McGregor took to Instagram to comment on the sale of his “baby.”
McGregor will remain a spokesperson for the brand.