MMA superstar Conor McGregor has promised a quick turnaround in resupplying stock of his new Irish whiskey brand, Proper No. Twelve.
Sales of the whiskey, produced by McGregor’s company Eire Born Spirits, were greater even than expected, resulting in an out-of-stock situation in Proper No. Twelve’s original release markets of Ireland and the U.S.
Proper No. Twelve launched in early September. Eire Born Spirits had bottled what was estimated to be enough for six months of sales in the two countries. Instead, the brand sold out of hundreds of thousands of bottles in about a month.
“The team is working feverishly to bring new product to market, and first wave solutions are in place for early December in Ireland and the United States,” the company says in a press release.
Proper No. Twelve is a blend of Irish grain and single malt whiskey. It’s named after the Crumlin, Dublin 12 neighborhood where McGregor was born and raised.
“I am energized by the incredible reaction and am looking forward to being back in stock in the next few weeks,” says McGregor. “I don’t usually see reason to apologise but in this case I want to take this chance to apologise to absolutely everyone for our out-of-stock situation.
“I was at the distillery last week and we have plans in place to be back in stock in Ireland and the United States in early December and onward,” he adds. “We are producing many hundreds of thousands of bottles now. We will ship via air instead of by sea to deliver in time for the holidays for the many loyal customers who are asking for Proper No. Twelve for celebrations and gifting.”
The brand will launch in additional countries in 2019, including the United Kingdom, Australia, New Zealand, Russia, Canada and others. Also, the brand is working on additional expressions for the future, McGregor says.