Conor McGregor loses rights to promote Proper No Twelve whiskey

In April 2021, Conor McGregor sold his Proper No Twelve Irish whiskey brand to the drinks conglomerate Becle, celebrating the occasion on social media. The sale involved a considerable investment totaling $244 million, which secured Becle as the outright owner of the brand after acquiring McGregor's remaining stake. Following the acquisition, McGregor initially retained a role in promoting the whiskey, which he referred to affectionately as his 'baby.' However, recent developments indicate that Proximo Spirits, Becle’s subsidiary responsible for marketing, has decided to sever ties with McGregor by no longer using his name or likeness in their promotional materials. This decision comes in the wake of McGregor's legal troubles, particularly a civil rape trial that may affect his public image and business ventures. As a result, his influence and status in the drinks trade are jeopardized, marking a significant shift in his business profile as he is poised to lose prominence within this sector. The ramifications of this development extend beyond personal impact, potentially affecting the brand’s market performance and the ongoing positioning of Proper No Twelve in the competitive spirits industry.