According to a report by Irish Times, analysts have credited the UFC superstar’s Proper No. Twelve whiskey as part of the reason Irish whiskey sales rose 12% in the U.S. last year.
According to the numbers revealed by the Distilled Spirits Council, roughly 4.7 million nine-litre cases of Irish whiskey were sold in the United States last year, marking a significant increase from the year prior and even more so from 2003 when distillers combined for sales of just $74 million.
Conor McGregor launched Proper No Twelve last September exclusively in Ireland, and in the U.S. shortly after. Distribution has since expanded to the UK and Australia.