Proper 12: More Than Just a Celebrity Endorsement
Proper No. Twelve is not just a celebrity-endorsed product; it's a blended Irish whiskey with its own unique character and a backstory rooted in Irish heritage. While its association with MMA icon Conor McGregor gave it a massive launch and market presence, the liquid inside has its own story, created with the help of a master distiller. The name "Proper No. Twelve" is a tribute to the Dublin 12 postal district of Crumlin, where McGregor grew up, symbolizing loyalty and hard work. In 2021, McGregor and his co-founders sold their stake in the company to Proximo Spirits, the brand's partner, for a reported $600 million.
The Production Process: Triple Distillation and Bourbon Barrels
Like many traditional Irish whiskies, Proper No. Twelve is triple-distilled, a process that helps to create a smooth and approachable character. This triple distillation takes place at one of Ireland's oldest distilleries. After distillation, the whiskey is aged in former bourbon barrels for a minimum of three to four years. This maturation process in American oak casks is critical to its final flavor profile, adding notes of vanilla, honey, and toasted wood that are classic hallmarks of many Irish and American whiskeys. The blend itself consists of both fine golden grain and single malt Irish whiskey.
Proper 12's Flavor Profile and Best Uses
The flavor of Proper No. Twelve is intentionally smooth and approachable, making it a versatile whiskey for various drinking styles.
- Nose: You can expect aromas of vanilla, honey, and hints of floral notes, like baked apple.
- Palate: The palate is smooth with flavors of sweet vanilla, toasted wood, and a touch of orchard fruit and white pepper.
- Finish: The finish is often described as warm, creamy, and lingering, with a mild sweetness.
This accessible profile means it can be enjoyed in several ways:
- Neat or on the rocks: For those who prefer to sip whiskey directly, its smooth character is pleasant, though some reviewers find it better suited for mixing.
- Cocktails: It serves as an excellent base for a variety of cocktails. A classic Irish Coffee or a "Proper 12 Mule" with ginger ale are popular choices.
- Mixers: It pairs well with mixers like ginger ale or club soda to create a simple, refreshing long drink.
Comparison: Proper 12 vs. Other Popular Irish Whiskies
To understand where Proper No. Twelve fits into the broader whiskey market, it's helpful to compare it to other prominent Irish brands.
| Feature | Proper No. Twelve | Jameson Irish Whiskey | Tullamore D.E.W. | Bushmills Original |
|---|---|---|---|---|
| Origin | Blended Irish whiskey, originally co-founded by Conor McGregor. | Blended Irish whiskey, long-established and market leader. | Blended Irish whiskey from a historic distillery. | Blended Irish whiskey from one of the oldest distilleries in the world. |
| Distillation | Triple distilled. | Triple distilled. | Triple distilled. | Triple distilled. |
| Cask Aging | Ex-Bourbon barrels, minimum 3 years. | Combination of ex-Bourbon and ex-Sherry casks. | Mix of ex-Bourbon and ex-Sherry casks. | Ex-Bourbon and ex-Sherry casks. |
| Flavor Profile | Vanilla, honey, toasted wood, and subtle fruit. | Smooth, honey, and a nutty character with a hint of spice. | Smooth, with citrus, spice, and toasted wood notes. | Mellow and smooth with fresh fruit and vanilla notes. |
| Best Use | Cocktails and mixed drinks, though can be sipped neat. | Versatile for neat sipping or cocktails, known for its smoothness. | Equally versatile for sipping or mixing. | Ideal for sipping neat or with a mixer. |
| Market Position | Accessible price point, celebrity appeal, popular mixer. | Market leader, well-regarded and widely available. | Solid competitor in the accessible Irish whiskey category. | Respected heritage brand, often used as a direct comparison. |
Conclusion
Proper 12 in alcohol refers to Proper No. Twelve Irish Whiskey, a modern blend launched by Conor McGregor that has leveraged celebrity branding to gain significant market traction. It is a triple-distilled blend of grain and single malt whiskey, matured in ex-bourbon barrels, which results in a smooth, approachable profile of vanilla, honey, and toasted wood. While critically debated for its flavor complexity compared to established brands, its accessibility and versatility make it a popular choice for mixed drinks and cocktails. Since its sale to Proximo Spirits, the brand has continued its global expansion, solidifying its place in the competitive Irish whiskey landscape, though McGregor's promotional role has evolved over time. For those exploring Irish whiskey, Proper No. Twelve offers an affordable entry point, best enjoyed in a mixed drink to highlight its sweet, vanilla notes.
Visit the official Proper No. Twelve website for more information on the whiskey and its story.
