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Proper Twelve to India: Conor McGregor plans to bring his Irish Whiskey to India

LockerRoom Team
17 November 2021

Proper Twelve might be on its way to India. Conor McGregor teased the possibility recently through his Twitter page and also went on to praise the country.

"Whiskey is even the National drink out there! What a place! I may be somewhat Indian. In my soul I am Indian. Proper Twelve to India!” McGregor tweeted from his official handle.

What is Proper Twelve?

Proper Twelve is a whiskey brand launched by McGregor. McGregor debuted Proper No. Twelve Irish whiskey in Ireland and the United States in September 2018. The whiskey is named after McGregor's childhood neighborhood of Crumlin in Dublin 12.

McGregor stated in late 2018 that the brand has sold "hundreds of thousands" of bottles since its inception and that restocking in the United States and Ireland was planned for December 2018.

In 2019, McGregor revealed that the brand will be available in the United Kingdom, Australia, New Zealand, Russia, and Canada. McGregor and his business associates sold their controlling ownership in the company to Proximo Spirits in 2021, according to reports.

How Proper Twelve made Conor McGregor the highest paid athlete as per Forbes

According to Forbes, Conor had a net earning of $180 Million Dollars which translates to around 1326 Crore Indian Rupees in the year 2021. Barcelona and Argentina star Lionel Messi, meanwhile, had a total earning of $130 Million when Cristiano Ronaldo raked in $120 Million. Dak Prescott who came in fourth had net earning of $97.5 Million followed by Lebron James in fifth with $96.5 Million. You can see the top three highest earning athletes for 2021 as per Forbes.

  • Conor McGregor – 180 million Dollars
  • Lionel Messi – 130 million Dollars
  • Cristiano Ronaldo – 120 million Dollars

Out of the 180 million earning of Conor, $150 Million came after he sold his majority stakes in Proper Twelve Whiskey to Proximo Spirits.

The market for Proper 12 in India

In 2021, the average per capita consumption of whiskey in India will be 2.6 litres, according to market research platform Statista, with the market predicted to rise by 8.14 percent. In 2021, the whisky industry will generate $21,010 million in revenue.

Another study had found the amount of Whiskey consumed by India per year in comparison to other countries around the world. You can see the comparison below.

  • India – 1.5 billion Liters of Whiskey
  • United States – 462 million Liters of Whiskey
  • France – 140 million liters of Whiskey
  • Japan – 109 million liters of Whiskey
  • Britain – 77 million liters of Whiskey

From the numbers, it is clear that the whiskey consumption patterns in India are well-suited for a new player like Proper 12. In addition to this, Conor McGregor apparently has a huge fanbase in India which would be more than interested in trying out the brand if it makes its debut in India.

What will be the price of Proper Twelve in India?

While this is something that cannot be predicted at this time, the whiskey is selling at a retail price of $29.99 per bottle which is around 2,230.07 Indian rupees.

What do you think of Proper Twelve entering the Indian market? Let us know in the comment section of the article below.

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