Round 2 for McGregor’s Proper No. Twelve

Rushing seems to be the MO (Modus Operandi) of McGregor’s Proper No. Twelve Whiskey. The initial release of the whiskey was launched in a flurry of half completed and illegal decisions that, most notably, saw the whiskey released into the European market in 750ml bottles (EU legally requires spirits to be bottled in 700ml formats). Furthermore, their bespoke embossed green bottle was nowhere to be found and the replacement bottle was painted an odd green hue which did not bond with the glue of the label creating a very shabbily hashed together product. So, surely they can only go up from here? Continue reading “Round 2 for McGregor’s Proper No. Twelve”

McGregor’s Proper No. 12 Whiskey Review

As I’m sure you all know, the internet has been set alight by Conor McGregor’s entrance into the Irish whiskey industry with the announcement of his own blended whiskey ‘Proper No. Twelve’. The double champ is one of the most recognisable and followed people on the planet, and As I mentioned in my first article examining McGregor’s new whiskey, he has a greater social media following than any brand in the industry.

He is able to leverage his own brand to sell a consumer product, which is literally targeted at the 40 something million people that follow him across Facebook, Twitter, and Instagram. His market reach is unimaginable. His first social media announcement about the brand garnered nearly two million likes in a matter of hours, which a reach of several times that number. Continue reading “McGregor’s Proper No. 12 Whiskey Review”