Conor McGregor Dropped by Proper No. 12 Irish Whiskey After Sexual Assault Court Ruling

Conor McGregor, once the face of Proper No. 12 Irish Whiskey, is being removed from the brand’s marketing and promotional materials, the company announced on Tuesday.

The decision follows an Irish court’s recent finding that McGregor was liable for the sexual assault of a woman in 2018.

“Since 2021, Proximo Spirits has been the 100 percent owner of Proper No. 12 Irish Whiskey,” a spokesperson for the company told TMZ. “Going forward, we do not plan to use Mr. McGregor’s name and likeness in the marketing of the brand.”

McGregor and his partners sold their majority stake in Proper No. 12 to Proximo Spirits in 2021 for $600 million. The company, which also owns Jose Cuervo tequila, is not the only entity distancing itself from McGregor in light of the court ruling.

A Dublin-based jury recently awarded $257,000 in damages to the woman, who accused McGregor of “brutally raping and battering” her in a 2018 incident.

Following the verdict, Musgrave, a major Irish retail chain operating over 1,250 stores, announced it would remove all beverages associated with McGregor.

Additionally, IO Interactive, the developer of the popular “Hitman” video game series, confirmed it would erase all McGregor-related content from its products. “In light of the recent court ruling regarding Conor McGregor, IO Interactive has made the decision to cease its collaboration with the athlete, effective immediately,” the company stated.

In his first public response since the trial, McGregor apologized to his fiancée, Dee Devlin, for his infidelity while maintaining his innocence.

“People want to hear from me, I needed time,” McGregor wrote on X, formerly known as Twitter. “I know I made mistakes. Six years ago, I should have never responded to her outreaches. I should have shut the party down. I should never have stepped out on the woman I love the most in the world. That’s all on me.”

He asserted that the encounter was consensual and noted that witnesses testified to this under oath. McGregor also revealed plans to appeal the court’s decision.

“I can’t go back and I will move forward,” he added. “I am beyond grateful to my family, friends, and supporters all over the world who have stayed by my side. That’s it. No more. Getting back to the gym — the fight game awaits!”

McGregor’s fall from grace has prompted significant backlash from major brands once aligned with him, signaling a shift in his public and professional standing.