Proper Twelve whiskey drops Conor McGregor as promotional face of brand
The dominoes continue to fall for Conor McGregor after his rape conviction by a civil court in Ireland, with whiskey label Proper Twelve cutting ties with the UFC fighter.
The company made the announcement on Wednesday morning and declared they will no longer use his "name and likeness" to market the drink.
McGregor was one of the founders of the company in 2018 and made hundreds of millions of dollars when the company was sold to alcohol giant Proximo for $600 million in 2021.
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McGregor was kept as the face of the brand despite the sale.
"Since 2021, Proximo Spirits has been the 100 per cent owner of Proper No. Twelve Irish Whiskey," the company said in a statement.
"Going forward, we do not plan to use Mr. McGregor's name and likeness in the marketing of the brand."
Conor McGregor and partner Dee Devlin leave the High Court in Dublin, Ireland. AP
The UFC star has previously said he is preparing to appeal the civil court jury's verdict that he assaulted Nikita Hand in a Dublin hotel room.
McGregor released another statement on Tuesday, saying he has "regrets."
"People want to hear from me, I needed time," he posted on X.
"I know I made mistakes. Six years ago, I should have never responded to her outreaches. I should have shut the party down. I should never have stepped out on the woman I love the most in the world. That's all on me.
"As much as I regret it, everything that happened that night was consensual and all the witnesses present swore to that under oath. I have instructed my legal team to appeal the decision.
"I can't go back and I will move forward. I am beyond grateful to my family, friends and supporters all over the world who have stayed by my side.
"That's it. No more. Getting back to the gym - the fight game awaits."
Conor McGregor poses with a bottle of Proper Twelve whiskey. Instagram
McGregor is still the face of the Forged Irish Stout, which he has promoted with Australian former world champion Ebanie Bridges.
But it appears both brands are being boycotted in the fighter's home country.
The Rape Crisis Network Ireland has urged retailers to stop selling alcoholic beverages linked to McGregor.
It's understood several prominent retail stores have stopped selling the beer and whiskey products as a result.
