According to a news release Mexican beverage company Becle, best known for its Jose Cuervo tequila products, has fully acquired the Proper 12 whiskey brand from Conor McGregor.
That release revealed that on February 23 the company exercised an option to acquire 51% of the equity interests of Eire Born Spirits (a company founded by McGregor and his manager Audie Attar). Becle had partnered with EBS to get Proper 12 off the ground, in exchange for a 20% stake in the brand. Becle increased their ownership stake in the company to 49% last year (per MMA Mania).
By acquiring the remaining 51% of EBS Becle now wholly owns Proper 12 whiskey.
It’s not known what McGregor’s role with Proper 12 will be going forwards. It’s very possible that Becle will retain McGregor to continue on as the faceof the brand and number one pitch man.
McGregor launched his Irish whiskey brand in September 2018, around the time he faced Floyd Mayweather Jr. in the boxing ring. The whiskey was named after the neighbourhood he grew up in in Crumlin, Dublin.
Since becoming a spirits purveyor McGregor has competed three times in the Octagon. After a lengthy lay-off to pursue boxing, he returned to the cage for UFC 229 in October 2018.
There he met Khabib Nurmagomedov and lost via neck crank. A year and a half later, at UFC 246, McGregor beat Donald Cerrone by TKO in just 40 seconds. McGregor then sat out another year, before returning to action this January at UFC 257.
At that event McGregor faced Dustin Poirier, a man he beat back in 2014. However, at UFC 257 Poirier would be victorious, defeating McGregor by TKO. That was the first and only time McGregor had been stopped by strikes in MMA.
