The world of whiskey is rich and diverse, with various styles and brands emerging over the years. Among these, Irish whiskey has carved out its own distinct niche, known for its smoothness and approachability. One brand that has garnered significant attention in recent years is Proper No. Twelve Irish Whiskey, co-founded by none other than Conor McGregor, the renowned mixed martial artist. The question on many minds is whether Proper No. Twelve lives up to its hype and is any good. This article delves into the details of Proper No. Twelve, exploring its background, production process, tasting notes, and overall quality to provide a comprehensive answer.
Background and History of Proper No. Twelve
Proper No. Twelve Irish Whiskey was launched in 2018 by Conor McGregor and his business partners, Audie Attar and Matt Nelson, under the parent company Eire Born Spirits. The brand’s name is derived from the Crumlin neighborhood in Dublin, where McGregor grew up; the area is designated as “Dublin 12.” The story goes that the whiskey is a tribute to McGregor’s roots and his community, aiming to bring a high-quality, approachable Irish whiskey to the global market.
The Production Process
Proper No. Twelve is produced at the Old Bushmills Distillery in Northern Ireland, a facility with a long history of whiskey production dating back to 1608. The whiskey is made from a blend of single malt and grain whiskeys, which are aged in ex-bourbon barrels. This blend is significant because it combines the richness of single malt with the lighter, more approachable character of grain whiskey. The aging process contributes to the whiskey’s color, flavor, and smoothness.
Aging and Cask Selection
The aging process is crucial for any whiskey, as it allows the spirits to mature and develop complex flavors. Proper No. Twelve is aged for at least three years, which is the minimum requirement for a whiskey to be labeled as Irish whiskey. The use of ex-bourbon barrels adds notes of vanilla, caramel, and a hint of oak to the whiskey, which complements its inherent malty and fruity flavors. The cask selection is carefully managed to ensure consistency and quality across all batches of Proper No. Twelve.
Tasting Notes and Quality Assessment
When evaluating the quality of any whiskey, tasting notes are essential. They provide insight into the whiskey’s flavor profile, its depth, and how it compares to other whiskeys in its category. Proper No. Twelve is characterized by its smooth and honeyed texture, with initial flavors of vanilla and shortbread that evolve into fruity and floral notes. The finish is smooth and approachable, with a lingering warmth that is not overpowering.
Comparison with Other Irish Whiskeys
The Irish whiskey market is filled with iconic brands, each with its unique character and fan base. When compared to other popular Irish whiskeys, Proper No. Twelve holds its ground with its balanced flavor profile and smooth finish. It is approachable enough for newcomers to whiskey yet offers enough complexity for seasoned enthusiasts to appreciate.
Value for Money
One of the critical factors in the whiskey market is the value for money. Whiskey enthusiasts look not only for a high-quality product but also for one that is reasonably priced. Proper No. Twelve is generally priced competitively with other mid-range Irish whiskeys, offering a good balance between quality and affordability. This makes it an attractive option for those looking to explore Irish whiskey without breaking the bank.
Marketing and Global Reception
The marketing strategy behind Proper No. Twelve has been aggressive and innovative, leveraging Conor McGregor’s global fame and social media presence. The brand has seen rapid growth and expansion into several markets worldwide, making it one of the fastest-growing spirits brands in recent years. The global reception has been largely positive, with many praising the whiskey’s approachability and smooth character.
Social and Cultural Impact
Beyond its quality and marketing, Proper No. Twelve has also had a significant social and cultural impact. It has contributed to the resurgence of interest in Irish whiskey globally and has been involved in several charitable initiatives, notably in the area of first responder support. The brand’s commitment to giving back to the community reflects positively on its image and appeal.
Sustainability and Future Plans
As with any successful brand, there are plans for expansion and development. Proper No. Twelve aims to continue its global rollout while exploring new products and expressions. Sustainability is also on the agenda, with efforts to reduce the brand’s environmental footprint through responsible production and packaging practices.
Conclusion
In conclusion, Proper No. Twelve Irish Whiskey is more than just a celebrity-backed brand; it is a high-quality, approachable whiskey that has genuinely contributed to the world of spirits. Its smooth and complex flavor profile, combined with its competitive pricing, makes it an excellent choice for both newcomers to whiskey and seasoned enthusiasts alike. As the brand continues to evolve and expand, it will be interesting to see how it navigates the competitive whiskey market and what new offerings it may bring to the table.
For those pondering whether Proper No. Twelve is any good, the answer is a resounding yes. It is a whiskey that embodies the spirit of Irish whiskey-making tradition while offering a unique and enjoyable drinking experience. Whether you’re a fan of Conor McGregor or simply a whiskey aficionado looking to try something new, Proper No. Twelve is certainly worth considering. With its rich history, smooth flavor, and commitment to quality, it stands as a testament to the excellence of Irish whiskey and a brand that is here to stay.
What is Proper No. Twelve Irish Whiskey, and how is it made?
Proper No. Twelve Irish Whiskey is a brand of whiskey that was founded by Conor McGregor, an Irish professional mixed martial artist. The whiskey is made from a blend of single malt and grain whiskey, which is aged in ex-bourbon barrels. The production process involves the selection of high-quality grains, which are then fermented and distilled using traditional Irish whiskey-making methods. The resulting spirit is then aged for a minimum of three years, during which time it develops its characteristic flavor and color.
The aging process is a critical component of the production of Proper No. Twelve Irish Whiskey. The ex-bourbon barrels impart a rich, smooth flavor to the whiskey, with notes of vanilla and honey. The blend of single malt and grain whiskey adds complexity and depth to the spirit, making it a smooth and approachable drink. The result is a whiskey that is easy to drink and enjoy, either on its own or mixed with other beverages. The quality of the whiskey is evident in its smooth, approachable flavor, which has helped to establish Proper No. Twelve as a popular and respected brand in the world of Irish whiskey.
What sets Proper No. Twelve Irish Whiskey apart from other Irish whiskeys?
Proper No. Twelve Irish Whiskey is distinct from other Irish whiskeys due to its unique blend of single malt and grain whiskey. This blend gives the whiskey a smooth, approachable flavor that is easy to drink and enjoy. The whiskey is also aged in ex-bourbon barrels, which impart a rich, smooth flavor with notes of vanilla and honey. The result is a whiskey that is both complex and approachable, making it a great choice for both whiskey enthusiasts and those who are new to the world of Irish whiskey.
In addition to its unique flavor profile, Proper No. Twelve Irish Whiskey is also distinct due to its brand heritage and ownership. Founded by Conor McGregor, the brand has a strong and distinctive identity that reflects the values and personality of its founder. The brand’s commitment to quality and excellence is evident in every aspect of the whiskey, from the selection of high-quality grains to the careful aging process. The result is a whiskey that is not only delicious but also authentic and true to its Irish roots.
What is the flavor profile of Proper No. Twelve Irish Whiskey, and how does it compare to other whiskeys?
The flavor profile of Proper No. Twelve Irish Whiskey is smooth and approachable, with notes of vanilla, honey, and citrus. The whiskey has a rich, velvety texture and a long, satisfying finish. The flavor is complex and nuanced, with a balance of sweet and spicy notes that make it a joy to drink. Compared to other whiskeys, Proper No. Twelve is distinct due to its blend of single malt and grain whiskey, which gives it a unique character and flavor profile.
In comparison to other Irish whiskeys, Proper No. Twelve is smoother and more approachable than some of the more traditional brands. The whiskey is also more full-bodied and complex than some of the more mass-market brands, making it a great choice for those who are looking for a high-quality, authentic Irish whiskey. Overall, the flavor profile of Proper No. Twelve Irish Whiskey is a key part of its appeal, and it is a major factor in the brand’s growing popularity among whiskey enthusiasts.
How is Proper No. Twelve Irish Whiskey best enjoyed, and what are some recommended serving suggestions?
Proper No. Twelve Irish Whiskey is a versatile spirit that can be enjoyed in a variety of ways. The whiskey can be served neat, with a splash of water, or mixed with other beverages to create a range of delicious cocktails. Some recommended serving suggestions include serving the whiskey with a splash of soda water and a squeeze of lemon, or mixing it with coffee and cream to create a delicious Irish coffee. The whiskey can also be paired with a range of foods, including cheese, chocolate, and smoked meats.
In terms of specific serving suggestions, one popular way to enjoy Proper No. Twelve Irish Whiskey is to serve it as a “Notorious,” which involves mixing the whiskey with ginger beer and a squeeze of lime. This cocktail is a great way to enjoy the whiskey in a refreshing and easy-to-drink format. The whiskey can also be served as a shot, either on its own or as part of a boilermaker with a beer chaser. Overall, the key to enjoying Proper No. Twelve Irish Whiskey is to experiment and find the serving style that works best for you.
What are the awards and accolades that Proper No. Twelve Irish Whiskey has received, and what do they mean for the brand?
Proper No. Twelve Irish Whiskey has received a range of awards and accolades since its launch, including a Double Gold Medal at the 2019 San Francisco World Spirits Competition. These awards are a testament to the quality and excellence of the whiskey, and they reflect the brand’s commitment to producing high-quality, authentic Irish whiskey. The awards also provide a level of recognition and credibility for the brand, which can help to establish trust and loyalty among consumers.
The awards and accolades that Proper No. Twelve Irish Whiskey has received are also significant because they demonstrate the brand’s ability to compete with other, more established whiskey brands. The Double Gold Medal at the San Francisco World Spirits Competition, for example, is a highly prestigious award that recognizes the whiskey as one of the best in its category. Overall, the awards and accolades that Proper No. Twelve Irish Whiskey has received are an important part of the brand’s identity and heritage, and they provide a level of recognition and credibility that can help to drive sales and growth.
How does Proper No. Twelve Irish Whiskey support local communities and charitable causes, and what is the impact of this support?
Proper No. Twelve Irish Whiskey is committed to supporting local communities and charitable causes, particularly in Ireland where the brand is based. The brand has a strong focus on philanthropy and giving back, and it has supported a range of charitable causes since its launch. One example of the brand’s charitable work is its support for first responders, including firefighters and police officers. The brand has also supported a range of local community initiatives, including sports teams and cultural events.
The impact of Proper No. Twelve Irish Whiskey’s charitable support is significant, and it reflects the brand’s commitment to giving back to the community. By supporting local charitable causes, the brand is able to make a positive difference in the lives of people in need. The brand’s charitable work also helps to build trust and loyalty among consumers, who are more likely to support a brand that is committed to philanthropy and giving back. Overall, the charitable support provided by Proper No. Twelve Irish Whiskey is an important part of the brand’s identity and heritage, and it reflects the brand’s values and commitment to excellence.
What is the future outlook for Proper No. Twelve Irish Whiskey, and how is the brand likely to evolve in the coming years?
The future outlook for Proper No. Twelve Irish Whiskey is highly positive, with the brand expected to continue to grow and evolve in the coming years. The brand has already established itself as a major player in the Irish whiskey market, and it is likely to continue to expand its reach and distribution in the future. One potential area of growth for the brand is in the area of innovation, where the brand may look to develop new and unique whiskey products that appeal to a wide range of consumers.
In terms of specific plans for the future, the brand is likely to continue to focus on quality and excellence, while also exploring new and innovative ways to engage with consumers and build the brand. This may involve the launch of new products, the development of new marketing campaigns, and the expansion of the brand’s distribution network. Overall, the future outlook for Proper No. Twelve Irish Whiskey is highly positive, and the brand is likely to continue to be a major player in the Irish whiskey market for years to come. The brand’s commitment to quality, excellence, and philanthropy will continue to drive its success and growth, and it will remain a popular choice among whiskey enthusiasts and consumers alike.