The UFC giant is set to earn a cool £112 million from the Proper 12 whiskey buyout
Conor McGregor is known for many things: namely, kicking ten shades out of the other fella (admittedly, less so in the past few years). However, another undeniable talent he possesses is the ability to build a brand in the most bombastic way possible – it’s the only way he knows how and it works.
McGregor has enjoyed endorsements and partnerships with everyone from Burger King and Monster Energy, to Reebok and even his own fashion collaboration with luxury fashion brand, David August. His persona hasn’t changed whatsoever when working with any of them.
While the lattermost seems to have been a fairly successful venture thus far, Proper 12 performance in the market has been less mixed martial arts and more, well, just a mixed bag.
JOE reported on the Proper 12 buyout last week and also touched upon how the brand had been fairing thus far. Despite its 2/10 reviews and marked up price point, the whiskey made over $1 billion in the US by the end of 2019 alone. Just goes to show why not everyone is a tastemaker.
That being said, it would seem its key shareholder and now principal owner believes that the brand potential is yet to be fully tapped. Becle, the Mexican beverage company that helped McGregor’s launch his company and previously controlled 20%, is now the sole proprietor.
At present, the company is valued at approximately £220 million, meaning the acquisition of his 51% – along with business partner, Audie Attar – will receive around £112 million, consequently doubling his own net worth.
By all accounts, it seems to be a win-win for both parties. Despite ‘Notorious’ continuing to come in and out of retirement, his entrepreneurial career still appears to be in its relative infancy. A payday like this is by no means a failure and he’ll no doubt identify his next opportunity sometime soon.
Meanwhile, Becle, who also own the highly popular Jose Cuervo tequila brand, clearly see further windfall in Proper 12. With a name and portfolio as big as theirs in the industry, all it takes is for a case the emperor’s new clothes to prevail, as it so often does.
