McGregor announces the unveiling of his Proper Twelve whiskey brand via Instagram. He says he will donate up to $1 million per year of the proceeds of Proper Twelve at $5 per case to first responder organizations and charities.

Proud day! Today ‘Project Notorious’ finally comes to life with the introduction of my new Irish Whiskey; Proper 12…Born and bred in the Dublin suburb of Crumlin, Dublin 12. Proper Twelve is who I am. I wanted to make an Irish whiskey emblematic of Irish culture as a whole, and something that would showcase the great skill we possess of distilling the best Whiskey in the entire world…

View this post on Instagram

Proud day! Today “Project Notorious” finally comes to life with the introduction of my new Irish Whiskey; Proper 12. I have spent a lifetime studying this craft under the tutelage of my late Grandfather on my mother’s side, Christopher “Jakes” Moore, and I have put just over 3 years into the making of this liquid alone. I introduce to you @ProperWhiskey! Proper Irish Whiskey, from a Proper Irish man! Born and bred in the Dublin suburb of Crumlin, Dublin 12. Proper Twelve is who I am. I wanted to make an Irish whiskey emblematic of Irish culture as a whole, and something that would showcase the great skill we possess of distilling the best Whiskey in the entire world. One of the many amazing skills we possess on this great island. Proper Twelve is crafted at Ireland’s oldest distillery. It is made with the Isle’s freshest spring water and finest golden grain and single malt – it is pure liquid gold! This is Ireland’s whiskey, and it is my gift to the world. Another proud announcement for me in this venture is that with each case we sell, my company will donate to the first responders in each district the case is sold in. This donation plan will be in operation all over the world. These are the men and women who run into buildings while everyone else is running out. They are our real life heroes – Proper Heroes I look forward to joining all of you in a PROPER salute soon. Sláinte 🥃🇮🇪

A post shared by Conor McGregor Official (@thenotoriousmma) on Sep 17, 2018 at 10:22am PDT