Proper No. Twelve Irish Whiskey
- Company typePrivate
- Founded2018
- HeadquartersJersey City, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Proper No. Twelve Irish Whiskey does
Proper No. Twelve Irish Whiskey is a US-distributed Irish whiskey brand founded in 2018 by UFC fighter Conor McGregor and co-founder Audie A. Attar. The brand operates as a subsidiary under Proximo Spirits, which acquired a majority stake from McGregor in 2021 for up to $600 million; the legal entity is Eire Born Spirits and the brand emphasizes Irish heritage and craftsmanship in its marketing positioning, with headquarters referenced in both Dublin and Jersey City. Its core products are a portfolio of triple-distilled Irish whiskeys — the flagship Original blend, an Apple-flavored variant, and the recently launched Black Reserve — all produced through traditional copper pot still distillation and aged a minimum of four years in charred ex-bourbon oak barrels, with the Black Reserve variant additionally combining first and second-fill American Oak casks.
The business model is straightforward consumer packaged-goods spirits retail: unit-pricing on bottled whiskey sold through nationwide US off-premise retail (liquor stores and supermarkets), complemented by a brand-owned e-commerce site and an extensive cocktail recipe content platform. The brand targets two segments — mainstream adult spirits consumers seeking approachable Irish whiskey at accessible price points, and the hospitality/on-premise channel for cocktail programs — with social media-led marketing (Facebook, Instagram) reinforcing celebrity-driven brand awareness. Pricing tiers span entry-level Original and Apple variants up to the $32.99 SRP Black Reserve, positioning the brand below super-premium Irish whiskey benchmarks while leveraging McGregor's profile for above-the-line attention.
Proper No. Twelve Irish Whiskey firmographics
Firmographics- Name
- Proper No. Twelve Irish Whiskey
- Legal name
- Eire Born Spirits
- Website
- https://properwhiskey.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Proper No. Twelve Irish Whiskey industry classification
Industry- Product category
- Irish Whiskey
- NAICS
- Distilleries (312140), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482), Beer, Wine, and Liquor Retailers (4453)
- SIC
- Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Distilled Spirits Production & Distilling (AFAFAAAC)
- akta.pro secondary industry
- Spirits Distilling & Brands (CRADAIAC)
Keywords
Where Proper No. Twelve Irish Whiskey is headquartered
LocationHeadquarters
- HQ city
- Jersey City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Proper No. Twelve Irish Whiskey business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Others
Revenue model
- Spirits Retail Sales: Direct sales of bottled Irish whiskey through retail distribution channels (liquor stores, supermarkets) and e-commerce. One-time purchase model with products sold at various price points including entry-level Original, Apple variant, and premium Black Reserve.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Black Reserve - Premium Variant |
| Unit Pricing | Pay-as-you-go | Proper No. Twelve Original - Core Product |
| Unit Pricing | Pay-as-you-go | Proper No. Twelve Apple - Flavored Variant |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Proper No. Twelve Irish Whiskey product offering
Product offeringCore offering
Proper No. Twelve Irish Whiskey produces and sells a portfolio of triple-distilled Irish whiskeys aged minimum four years in charred ex-bourbon oak barrels. The product line includes the award-winning Original blend of single malt and sweet golden grain, a flavored Apple variant, and the Black Reserve premium expression aged in heavily charred bourbon barrels.
Product overview
Proper No. Twelve Irish Whiskey is a portfolio of premium Irish whiskeys founded by UFC fighter Conor McGregor. The core offerings include Proper No. Twelve Original (the award-winning flagship blend of single malt and sweet golden grain aged minimum 4 years in ex-bourbon barrels) and Proper No. Twelve Apple (a flavored variant combining the original whiskey with natural apple flavoring). The portfolio was expanded with the launch of Black Reserve, a premium variant aged in heavily charred bourbon barrels with enhanced depth from first and second-fill American Oak casks. The brand emphasizes Irish craftsmanship, triple-distillation tradition, and positioning for celebrating victories. The company was sold to Proximo Spirits in 2021.
Differentiator
Problem solved
Functional benefit
Brands
- Proper No. Twelve Black Reserve: A premium variant aged in heavily charred bourbon barrels, triple-distilled and blended from single malt and grain whiskey aged minimum four years, combining first and second-fill American Oak casks for added depth.
Products and services
- Proper No. Twelve Original Award-winning blended Irish whiskey combining the finest single malt with sweet golden grain, aged minimum 4 years in charred ex-bourbon oak barrels with hints of vanilla and honey, producing a smooth and complex flavor profile for general adult consumers.
- Proper No. Twelve Apple Flavored Irish whiskey variant combining the triple-distilled smoothness of the award-winning Proper No. Twelve Original with natural apple flavoring to create a crisp taste experience with apple notes.
- Proper No. Twelve Black Reserve Premium Irish whiskey variant aged in heavily charred bourbon barrels, triple-distilled and blended from single malt and grain whiskey aged minimum four years, combining first and second-fill American Oak casks for added depth.
Companies that use Proper No. Twelve Irish Whiskey
Customer profileSegments2 records
Ideal customer profiles2 records
Proper No. Twelve Irish Whiskey technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Proper No. Twelve Irish Whiskey partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights4 records
Proper No. Twelve Irish Whiskey competitors and assessment
Company assessmentEmerging players
- 2 Gingers Irish Whiskey: 2 Gingers is a Minnesota-distilled Irish-style whiskey that targets the same accessible, casual US consumer occasions as Proper No. Twelve and competes for similar mid-shelf retail placement.
- West Cork Distillers: West Cork is an independent Irish whiskey producer with growing US distribution, comparable triple-distilled blended product profiles, and a value-tier positioning that overlaps with Proper No. Twelve's accessible price points.
Direct peers
- Slane Distillery: Slane is an Irish whiskey brand backed by Brown-Forman, operating in a similar accessible-to-premium price band with a heritage/distillery narrative analogous to Proper No. Twelve's Irish-craftsmanship positioning.
- Bushmills: Bushmills is a flagship Irish whiskey brand also owned by Proximo Spirits (Proper No. Twelve's parent), making it a direct same-category peer with overlapping distribution, age statements, and copper-pot production heritage.
- Tullamore D.E.W. Tullamore D.E.W. is a mainstream blended Irish whiskey (owned by William Grant & Sons) competing in the same accessible price tier as Proper No. Twelve Original with similar triple-distilled, blended-grain positioning.
- Jameson: Jameson is the global leader in Irish whiskey (owned by Irish Distillers / Pernod Ricard) and is Proper No. Twelve's primary direct competitor in the accessible, blended Irish whiskey price tier, sold through overlapping US retail and on-premise channels.
- Teeling Whiskey: Teeling is a Dublin-based craft Irish whiskey distillery with a growing US footprint; it overlaps with Proper No. Twelve on Irish heritage storytelling, premium age-stated SKUs, and modern brand marketing aimed at younger spirits drinkers.
- Powers Irish Whiskey: Powers is a heritage Irish whiskey label from Irish Distillers (Pernod Ricard) sold in the US through similar retail and on-premise channels; it competes with Proper No. Twelve in the mainstream blended Irish whiskey segment.
Broad incumbents
- Crown Royal: Crown Royal (Diageo) is a major mainstream whiskey brand competing for the same casual celebration and gifting occasions that Proper No. Twelve targets, with similar price points and on-premise visibility.
- Jack Daniel's: Jack Daniel's (Brown-Forman) is a global whiskey category leader sold through identical US retail and on-premise channels; while American whiskey rather than Irish, it is a primary substitute that defines the competitive set for celebrity-driven mainstream whiskey marketing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights6 records
Customer concentration
Proper No. Twelve Irish Whiskey social profiles
Digital presenceProper No. Twelve Irish Whiskey financial estimates
Financial estimateRevenue estimate
Valuation estimate
Proper No. Twelve Irish Whiskey leadership team
Management profileNumber of profiles
Profiles2 records
Proper No. Twelve Irish Whiskey funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Proper No. Twelve Irish Whiskey M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Proper No. Twelve Irish Whiskey
What does Proper No. Twelve Irish Whiskey do?
Proper No. Twelve Irish Whiskey produces and sells a portfolio of triple-distilled Irish whiskeys aged minimum four years in charred ex-bourbon oak barrels. The product line includes the award-winning Original blend of single malt and sweet golden grain, a flavored Apple variant, and the Black Reserve premium expression aged in heavily charred bourbon barrels.
Is Proper No. Twelve Irish Whiskey a public or private company?
Proper No. Twelve Irish Whiskey is a private company. It is classified as corporate owned and is currently operating.
When was Proper No. Twelve Irish Whiskey founded?
Proper No. Twelve Irish Whiskey was founded in 2018. It employs 1 to 10 people.
Where is Proper No. Twelve Irish Whiskey based?
Proper No. Twelve Irish Whiskey is headquartered in Jersey City, United States, in the North America region.
How does Proper No. Twelve Irish Whiskey make money?
One revenue line is on record: spirits Retail Sales.
Who are Proper No. Twelve Irish Whiskey's main competitors?
Emerging players on record are 2 Gingers Irish Whiskey and West Cork Distillers. Direct peers are Slane Distillery, Bushmills, Tullamore D.E.W., Jameson, Teeling Whiskey and Powers Irish Whiskey. Broad incumbents are Crown Royal and Jack Daniel's.
Does Proper No. Twelve Irish Whiskey have an API?
No public API is recorded for Proper No. Twelve Irish Whiskey.
What industry is Proper No. Twelve Irish Whiskey in?
Proper No. Twelve Irish Whiskey's product category is Irish Whiskey. Its primary akta.pro industry code is AFAFAAAC, Distilled Spirits Production & Distilling, with a secondary code of CRADAIAC, Spirits Distilling & Brands. Its NAICS code is 312140 and its SIC code is 5180.