Conor McGregor has been dropped as the face of Proper No. 12 Whiskey after he was found liable in a s3xual assault case.
Proximo Spirits, the distributor and owner of Proper No. Twelve said in a statement to CNN that it does “not plan to use Mr. McGregor’s name and likeness in the marketing of the brand” going forward.
McGregor helped create Proper in 2018 and sold a majority of the brand in 2021 to Proximo, which owns other spirits like tequila Jose Cuervo and whiskey Bushmills.
Proper’s website is currently offline and McGregor’s face has been scrubbed from the brand’s Instagram account. He was often featured in TV ads for Proper and most recently starred in a spot promoting the launch of its new apple flavour.
Several retailers in the UK and Ireland have removed Proper from their shelves, including Tesco and SuperValu owner Musgrave, according to the Guardian. Also, video game developer IO Interactive said will end its partnership with McGregor. His voice and likeness have been featured in its popular “Hitman” series.
McGregor was accused of r@ping Nikita Hand in a Dublin hotel room in 2018. Last Friday, a civil court jury awarded Hand nearly 250,000 euros (roughly $263,600), after finding McGregor liable for assault, according to the Courts Service in Ireland.
He addressed the incident and the verdict Monday, writing on X: “I have instructed my legal team to appeal the decision.
