Launched in 2018 by Conor McGregor, Proper No. Twelve whiskey draws inspiration from his roots in Dublin 12. By 2021, Proximo Spirits acquired a majority share, valuing the brand at an impressive $600 million. Eventually, Proximo took full control, choosing to distance the product from McGregor’s identity. Additionally, the brand faced a notable civil case and a feud with Artem Lobov, highlighting its evolving journey beyond McGregor’s direct influence.
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