Proper No. Twelve Releases 13-Year Irish Whiskey, Its Oldest Age Statement to Date
(Photo: Proper No. Twelve)
Proper No. Twelve is expanding its best-selling Irish whiskey portfolio with an inaugural single malt.
The limited-edition release is — somewhat confusingly, considering the brand name — aged 13 years in a combination of first-fill American oak bourbon casks and European oak second-fill ruby Port casks. (Neither the brand’s flagship Irish whiskey nor its apple-flavored counterpart are aged for 12 years either. Rather, No. Twelve is intended as a nod to the area code for Crumlin, the Dublin neighborhood in which co-founder Conor McGregor grew up.)
Like its predecessors, the single malt is distilled at Bushmills, the world’s oldest licensed whiskey distillery. The 13-year whiskey is made from 100% barley and bottled at 86 proof, a few notches higher than the brand’s usual fare. It’s now available at a suggested retail price of $60 at select retailers in Florida, Georgia, Illinois, Tennessee, Texas and Arizona.
Lander Otegui, executive vice president of marketing for Proximo Spirits, says the release is the beginning of a new era.
“This 13-Year-Old Single Malt is a more refined expression that still holds true to our roots — bold, accessible, and built for those who appreciate character,” Otegui said. “It’s a celebration of the exciting future ahead as we continue to expand the brand’s Irish whiskey offerings and disruptor approach to the category.”
The Irish whiskey brand was founded by MMA fighter Conor McGregor in 2018 and immediately shot up the charts as an international best seller. Four years later, Proximo Spirits acquired a majority stake in the brand in a deal worth up to $600 million. Apart from its whiskey portfolio, the alcohol conglomerate is best known as the driving force behind Jose Cuervo, 1800 Tequila, Maestro Dobel and Gran Coramino.
McGregor was dropped from the brand last November after he was found liable for sexual assault. Neither his name, face or likeness is currently associated with Proper No. Twelve.
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