What is in question is McGregor’s role going forward. The whiskey will surely get a wider rollout internationally and Bushmills can leverage relationships in bars and with liquor stores. 12? Not much, on the production side - as it was already a Bushmills’ product. Meaning that McGregor was no longer an owner (the $150 million deal reportedly doubled McGregor’s net worth to $300 million). What was a tad shocking was the quiet reveal that the 51% stake Becle was buying up gave them 100% of the company. Twelve success was undeniable, so it was no huge surprise when it was announced that McGregor had sold shares in the company to Becle (formerly Casa Cuervo), which also owns Bushmills (where Proper No. To the point that he’d fight over it.Ī post shared by Proper No. McGregor seemed to be truly invested in his whiskey, too. alone, making it the fourth largest Irish whiskey brand in the world. Over the last two years, with so-so reviews and incredible promo, the brand hit high sales figures - with $1 billion in sales in the U.S. McGregor’s team tapped former Bushmills distillery manager, David Elder, to create the blend from barrels made at the Old Bushmills Distillery (which does sourcing for a few Irish craft whiskey labels). The brand was his own team’s creation and was named after the neighborhood where McGregor grew up, in Dublin. And literally, all the cool kids are doing it.Ĭase in point, UFC champ Conor McGregor, who got into the Irish whiskey business back in 2018 with Proper No. Once that brand is selling well, the famous face is able to sell out for hundreds of millions ( or even billions) to a big-name spirits business, which then takes the project international - meaning even more sales for the brand (and a ton of money for the famous person). A celebrity brings their clout to either an unknown brand or creates their own brand from scratch (or via white labeling) to sell booze to an already-engaged fan base. We’re deep in the “ celebrity spirits brand” era.
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