McGregor Out: Proper No. Twelve

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Post on Nov 27, 2024

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McGregor Out: Proper No. Twelve – A Look Back at the Whiskey That Wasn't

Okay, so, Conor McGregor. Love him or hate him, the guy's a character. And his Proper No. Twelve Irish Whiskey? That was a thing. I'll admit, when it first launched, I was all over it. I mean, Conor McGregor whiskey? How could I not? It felt like a piece of pop culture history, you know? Like grabbing a piece of the action. It was a whole vibe.

The Hype, The Hope, and the...Reality?

The marketing was insane. Huge billboards, celebrity endorsements (besides Conor, obviously!), and a social media blitz that would make even the most seasoned influencer blush. I remember seeing those ads everywhere – it was everywhere. I thought, "This is going to be HUGE." And for a while, it was.

I bought a bottle (or three, let's be honest). The first sip? Not bad. It wasn't some top-shelf, award-winning single malt, but it was smooth enough, a decent enough blend. It tasted exactly like what you’d expect: an easy-drinking, reasonably-priced Irish whiskey, kinda smooth, great for mixing. I even remember making some pretty killer Old Fashioneds with it. My friends and I even had a “Proper No. Twelve night” once! It was a good time. I definitely didn't regret the purchase.

But the thing is, the hype eventually died down. The whiskey itself, while enjoyable, wasn't groundbreaking. There are so many other great Irish whiskeys out there. It was basically a decent whiskey with a massive marketing budget. Which is cool, I guess. The marketing was brilliant and made a name for itself.

Why Did It Fizzle? A Marketing Retrospective

Looking back, I think there were a few factors that contributed to Proper No. Twelve’s eventual decline.

First, the association with Conor McGregor himself became a double-edged sword. His antics, while undeniably entertaining, also alienated some potential customers. You know, the whole "notorious" thing eventually caught up with the brand.

Second, the whiskey itself just wasn't unique enough to justify the high price point (relative to other Irish whiskeys of a similar quality). You could find better whiskeys for the same price, and people did. It was hard to justify buying Proper No. Twelve when there were so many other options on the market.

Third, the market is just incredibly saturated. There are a million different whiskeys out there, and it's hard for any one brand to stand out for long.

Lessons Learned: Marketing Matters (But So Does the Product)

My experience with Proper No. Twelve taught me a valuable lesson about the spirits industry (and marketing in general): you can't just rely on hype and celebrity endorsements. The product itself has to be good, and there needs to be something unique about it to justify the price point and compete in a crowded marketplace. While the marketing was innovative, the whiskey itself didn't fully live up to the hype. It wasn't terrible, but it wasn't special either.

Pro-Tip: If you're thinking about launching your own brand, remember that a solid product is just as important—if not more important—than the marketing campaign. Don't put all your eggs in one basket.

So, yeah, Proper No. Twelve. It was fun while it lasted. But it ultimately reminds us that even the most brilliant marketing can't save a mediocre product. A good lesson for any aspiring entrepreneur, I think! And hey, at least I got some decent cocktail stories out of it.