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Conor McGregor Proper No. Twelve

After branding battle, Conor McGregor will call his whiskey Proper No. Twelve

The MMA fighter’s new product will initially launch in Ireland and the US.

IRISH MMA STAR Conor McGregor has revealed that Proper No. Twelve will be the official name of his new whiskey brand, which will be initially launched in Ireland and the US.

The announcement was made by Eire Born Spirits, which was founded by McGregor and lists the mixed martial arts fighter as its chairman.

The firm said that the new Irish whiskey brand would be initially launched in Ireland and the US ahead of a wider international release next year.

McGregor’s firm claimed it has cooked up the idea under the project name ‘Notorious’ for years and the process “became a longer and more complicated project than originally expected”.

It said the fighter collaborated with former Guinness ‘master distiller’ David Elder as part of the development process.

McGregor said the name for his whiskey brand was inspired by his home in Crumlin, a suburb in the Irish capital and in the Dublin 12 area.

Proper No Twelve Bottle Shot Proper No Twelve Proper No Twelve

A statement released by Eire Born Spirits, which is majority owned by McGregor, claimed that “numerous” Irish whiskey makers sought endorsement from the MMA star in recent years.

But as a true born and bred Irishman, he did not want to simply endorse an Irish whiskey. Inspired by his pride for Ireland and his love of Irish whiskey, McGregor wanted to create his own.

Brand battle

Last week, McGregor withdrew an application to register his ‘Notorious’ moniker as a trademark for selling whiskey and other alcoholic drinks across Europe.

His company, McGregor Sports and Entertainment Limited, filed the application last year and the fighter boasted after his boxing match with Floyd Mayweather that the Notorious brand of Irish whiskey would be “coming soon”.

However, the application at the European Union Intellectual Property Office in Spain faced opposition from the founder of the Carlow Brewing Company, Seamus O’Hara.

The businessman, whose firm is behind the O’Hara’s craft beer brand, had already registered the Notorious brand for selling alcohol in 2016. 

Representatives for O’Hara told the EU body that the identical nature of the trademark was “expressing prohibited by trademark law” and the two brands “cannot coexist peacefully in the market”.

With reporting by Gordon Deegan

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Written by Killian Woods and posted on Fora.ie

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    Mute The Viking
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    Jul 24th 2017, 4:31 PM

    The True Heart of the fighting Irish. Well done Orla. Keep up the fight.

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    Mute Gareth Miskelly
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    Jul 24th 2017, 4:44 PM

    @The Viking: i wish i could like this comment more than once! Couldnt agree more!

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    Mute Mary Murphy
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    Jul 24th 2017, 5:00 PM

    After all this lovely young woman has done for CF wouldn’t you think the bloody health minister would sanction money for her operation. Ffs. Does he have to be led by the nose all the time

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    Mute Jed I. Knight
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    Jul 24th 2017, 6:11 PM

    @Mary Murphy: I’m sure you mean well, but had you taken the time to read any of this inspiring young lady’s blogs, social media posts or her Gofundme page you’d know it isn’t quite that simple.
    As she’s currently so ill she can’t travel back to Ireland, but while her only chance at survival is a lung transplant her health insurance will cover the cost, presumably when a suitable donor becomes available, however that’s not the full story.
    Many of the costs are not covered by insurance, and the first year post transplant are crucial, this after care is crucial – and expensive. Hence the request for funding. If you can spare it, please consider donating. Thank you for your time.

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    Mute Niall O Neill
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    Jul 24th 2017, 7:12 PM

    @Jed I. Knight: l think Mary Murphy was simply pointing out that the Minister for Health might underwrite the cost of Orla’s care. And while it might be exceptional, and lead to “what about me” complaints, l for one would only applaud the intervention. But it won’t happen for political reasons. Maybe a Dermot Desmond, Denis O’Brien, Michael O’Leary or J. P. McManus might anonymously do the right thing. If they even noticed.

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    Mute Mary Murphy
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    Jul 24th 2017, 7:52 PM

    @Jed I. Knight: I actually meant for them to pay the US hospital who is looking after her. Orla is a lady who’s done so much for CF and as such deserves the most that can be done. How do you know I didn’t donate????

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    Mute Jed I. Knight
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    Jul 24th 2017, 8:47 PM

    @Mary Murphy: As I already said, covering the cost of her transplant in America, which is likely to be substantial, isn’t up for debate, she clearly said her health insurance will cover this, thankfully.
    And you’re right, I don’t know if you did or didn’t donate, nor would I ask, it’s a personal issue. I politely asked if you could spare it to consider it.

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    Mute Maire
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    Jul 25th 2017, 10:30 AM

    @Jed I. Knight: Do CF patients get Health Ins.? Of coarse they should, but do they?

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    Mute Maire
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    Jul 25th 2017, 10:32 AM

    @Maire: Sorry, yes I see she has, thank God!

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    Mute Frank Dubogovik
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    Jul 24th 2017, 8:40 PM

    Great stuff….well done …hope it’s a fantastic success….she certainly deserves it!!!

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    Mute Paul Radburn
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    Jul 24th 2017, 6:19 PM

    Some good news for a change, well done.

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    Mute Andi Black
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    Jul 24th 2017, 8:17 PM

    Orla, I hope and pray that you will get the treatment that you need and deserve. Your government has let you down. But there is…… ‘Joe Duffy’ and Liveline, he might be able to help. Kindest regards. Andi!

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    Mute Paul Moran
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    Jul 25th 2017, 3:21 PM

    Now that the fundraising target has been reached, is there need of further donations?
    I was always a great admirer of Orla’s having read her articles in the Irish times, heard her interviews on radio and seen her on the Late Late.
    She is one courageous lady and I wish her success in her forthcoming operation and full health in the years to come. Paul Moran

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