Conor Mcgregor Dropped As The Face Of Proper No. 12 Whiskey Following A Ruling In Which He Was Found Liable In A S*xual Assault Case
Proximo Spirits, the company behind Proper No. 12, issued a statement to CNN confirming that it will no longer use McGregor’s name or likeness in future marketing for the brand.
McGregor helped launch Proper No. 12 in 2018 and sold a majority stake to Proximo in 2021. The company also owns other notable spirits, including Jose Cuervo tequila and Bushmills whiskey.
Currently, Proper’s website is offline, and McGregor’s image has been removed from the brand’s Instagram account. He had been prominently featured in TV ads for Proper, including a recent campaign for its new apple flavor.
Several UK and Irish retailers, including Tesco and Musgrave (owner of SuperValu), have pulled Proper No. 12 from their shelves.
Additionally, video game developer IO Interactive announced it would sever ties with McGregor, removing his voice and likeness from its “Hitman” series.
McGregor was accused of raping Nikita Hand in a Dublin hotel room in 2018. Last Friday, a civil court jury awarded Hand nearly €250,000 (around $263,600) after finding McGregor liable for assault, according to Ireland’s Courts Service.
McGregor responded to the verdict on X, stating, “I have instructed my legal team to appeal the decision.”