Proper No. Twelve Introduces Irish Apple Whiskey, Founded By MMA Champ Conor McGregor

Whiskey just got crisper.

That’s thanks to Proper No. Twelve Irish Apple Whiskey. The new product is part of the company’s portfolio, which debuted in 2018.

Agency WeHolden produced the creative spots, “Apple Truck,” now running on linear TV, Hulu, YouTube, OLV and social media.

The spot showcases the pure appeal of apples, shot at the Proper No. Twelve distiller in Ireland.

Co-founder and multiple weight MMA champion Conor McGregor announced the whisky on YouTube and Instagram.

“This new product and its magnificent flavor profile will crush the competition. We have worked on this liquid for years and have combined my award-winning whiskey ... with delicious notes of crisp and juicy Irish apple with a smooth finish like no other. Proper No. Twelve Irish Apple is liquid gold, and I’d never settle for less,” said McGregor.

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The 70-proof whiskey is a blend of fine grain and single malt with an apple taste and notes of caramel, oak and browned butter.

Lander Otegui, Chief Marketing Officer for Proximo Spirits, parent company of Proper No. Twelve Irish Whiskey, said the company want to create “the new gold standard in the flavored-whiskey category.”

Proper No. Twelve Irish Apple can be served neat, on the rocks or in a cocktail. It is available for purchase in the United States at local retailers or on Drizly and ReserveBar.

Whiskey fans can enjoy a shot of the Proper No.Twelve Irish Apple on the St. Patrick’s Day Pub Crawl in major cities across the U.S.

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