Conor McGregor dropped from Proper No. 12 Whiskey marketing
BWG Foods confirmed the discontinuation of McGregor’s products across its 1,000-store network (Photograph: Leah Farrell / RollingNews.ie)
Proximo Spirits, the owner of Proper No. 12 Whiskey, announced it would no longer use McGregor’s name or image in marketing the brand. The decision follows a High Court ruling that found McGregor guilty of assaulting hairstylist Nikita Hand, with €248,000 in damages awarded to her, as reported by the Irish Independent.
The fallout has been significant, with major retailers including Musgrave, Barry Group, BWG Foods, and Tesco removing Proper No. 12 Whiskey and Forged Irish Stout from their stores.
Musgrave, which operates SuperValu, Centra, and Donnybrook Fair, confirmed the move across its 1,250 stores. When speaking to Drinks Industry Ireland, a spokesperson said, “These products are no longer available to our store network.”
Barry Group, owners of CostCutter and Carry Out off-license outlets, issued a similar statement: “Barry Group has made the decision to remove Forged Stout and Proper 12 from circulation to our network of Costcutter and Carry Out retail outlets. This action reflects our commitment to maintaining a retail environment that resonates with the values of our customers and partners.”
BWG Foods, which oversees Spar, Eurospar, Mace, Londis, and XL, confirmed the discontinuation of McGregor’s products across its 1,000-store network. Tesco also stated that it had withdrawn Proper No. 12 Whiskey from sale, though the retailer clarified it does not stock Forged Irish Stout.
The repercussions extend beyond the drinks industry. Game developers IO Interactive, known for the Hitman franchise, have ceased collaboration with McGregor, removing his content from the series, according to the Irish Independent.
The case has sparked broader societal discussions. The Dublin Rape Crisis Centre reported a sharp rise in calls to its 24-hour helpline following the ruling, highlighting the wide-reaching impact of the case on public consciousness.
