Proper No. Twelve drops McGregor as face of brand

UFC star Conor McGregor is no longer associated with Proper No. Twelve Irish Whiskey after being found civilly liable for sexual assault last week.

Proximo Spirits, the owner of the whiskey brand, said Tuesday it was dropping McGregor's name and image from the brand.

"Since 2021, Proximo Spirits has been the 100% owner of Proper No. Twelve Irish Whiskey," read a statement obtained by the Irish Independent's Josh Burns. "Going forward, we do not plan to use Mr. McGregor's name and likeness in the marketing of the brand."

Proximo Spirits purchased a majority stake in Proper No. Twelve from McGregor in 2021, though the former two-division champion remained an ambassador for the brand. McGregor co-founded Proper No. Twelve in 2018.

McGregor was ordered to pay nearly €250,000 last Friday after a civil jury in Ireland ruled in favor of Nikita Hand, who said McGregor sexually assaulted her in a Dublin hotel in December 2018. McGregor denied the allegations and said he planned to appeal the verdict.

Several major retail chains - including Tesco, Spar, SuperValu, Centra, Costcutter, and Carry Out - announced this week they would no longer sell the two alcoholic beverages associated with McGregor, Proper No. Twelve and Forged Irish Stout.

A video game developer also distanced itself from McGregor. IO Interactive said Monday in a post on X that it was removing McGregor's likeness from the "Hitman: World of Assassination" game "in light of the recent court ruling." The company added a character based on McGregor's likeness to the game earlier this year.

"We take this matter very seriously and cannot ignore its implications," IO Interactive wrote on the official "Hitman" X account. "Consequently, we will begin removing all content featuring Mr. McGregor from our storefronts starting today."