Whiskey linked to Conor McGregor disappears from NI shop shelves after civil action finding

And it can be revealed that Proximo Spirits, the owner of Proper No Twelve Whiskey since 2021, is also distancing itself from the MMA fighter.

It comes following the decision by a jury in the Republic High Court last week that McGregor had assaulted hair stylist Nikita Hand, to whom he must now pay €248,000 in damages.

A spokesperson for Proximo said: “Since 2021, Proximo Spirits has been the 100% owner of Proper No. Twelve Irish Whiskey. Going forward, we do not plan to use Mr. McGregor’s name and likeness in the marketing of the brand.”

Musgrave, a family-owned company which also owns the Donnybrook Fair brand in the Republic, has removed the drinks products from its stores.

A spokesman for Musgrave in Northern Ireland said: “These products are no longer available to our store network.” They have also been removed from Musgrave-owned stores in the Republic.

This will affect Forged Irish Stout, as well as Proper No 12 Whiskey and Proper No 12 Apple Whiskey, brands that were launched by McGregor who subsequently sold them but still promotes them on social media.

And Tesco, Northern Ireland’s most popular supermarket with around 50 stores, said: “We can confirm that we are removing Proper No 12 Whiskey from sale in Tesco stores and online.”

The Irish whiskey is also being removed from Tesco stores in the Republic and Great Britain, a spokesman confirmed.

Other businesses linked to the fighter are also under pressure to disassociate themselves from his products. Developers of the Hitman game series have said they will drop content featuring McGregor.

Posting on the social media platform X, IO Interactive said that “in light of the recent court ruling” they will “cease collaboration with the athlete, effective immediately”.

The developers added that they took the court ruling very seriously and could not ignore its implications.

McGregor was a side character in the most recent game of Hitman, a franchise that has been in operation since 2000.

Proper No 12 is owned by Mexican company Becle Group, which also owns Bushmills whiskey in Northern Ireland.

The products are also sold in some branches of Spar, Eurospar and Vivo in Northern Ireland.

However, a spokesperson for Henderson Wholesale, which operates the brands, said it does not source or supply any alcoholic products.

They added: “Any alcohol available at independently-owned Spar, Eurospar and Vivo stores in Northern Ireland are directly sourced and stocked by the retailer.”