According to Ken Austin, McGregor's business partner said the Proximo Group's plan from the early days of Proper Twelve was established to buy most of the company's shares.
Austin shared with the press: “When we started this business with Proximo, we basically set out, I would call it certain barriers, allowing them to buy the company over time.
We have achieved an important milestone and it gives Proximo the opportunity to own a significant amount of shares. “
McGregor celebrated the sales deal in an Instagram post, but he also commented that “Proper No. Twelve is my child forever.”
The UFC star will still be the company's spokesman after the deal ends and will continue to appear in most TV ads for Right No. Twelve.
Austin added: “Conor still focuses on this is a brand worth hundreds of millions of dollars. I don't believe he will abandon the brand.”
Mike Keyes, CEO of Proximo, affirmed that McGregor, Attar and Austin will maintain the interest in the brand and maintain active roles.
Keyes said: “Since this brand with Conor and his partners operated two and a half years ago, Proper No. NO. TWELVE was the most interesting brand among Ireland whiskey brands.”