​Conor McGregor has said that launching his whiskey brand transformed his relationship with alcohol, admitting the venture pushed him to drink far more than he did when he was an active UFC champion. Speaking at a UFC 329 media day ahead of his eagerly awaited return to the Octagon, McGregor reflected on how promoting his former Irish whiskey brand, Proper No. 12, became an unexpected turning point in his life and career. According to SB Nation, he explained, “I launched an Irish whiskey. I didn’t drink heavily, if at all, in that time of my life. I was an athlete at the top of my game.”
McGregor described how his role as the public face of the brand changed his personal habits. “Next thing you know, there’s thousands upon thousands of bottles in my garage. ‘Sell this, Conor.’ ‘Okay.’ I’d leave my property with two bottles under my arm, and that was it. I was caught.” The former two-division champion said he wasn’t prepared for how closely his private life would become entangled with promoting the whiskey, adding, “I wasn’t used to it. God gave me these lessons. That’s it. I was trapped and caught, and it is what it is.”
In 2021, McGregor sold a majority stake in Proper No. Twelve Irish Whiskey in a deal reportedly worth hundreds of millions of dollars. Since then, he has launched the Forged Irish Stout beer brand and remained active in several other business ventures beyond mixed martial arts. At 38, he is slated to face Max Holloway at UFC 329, marking his return to the Octagon after a five-year layoff caused by injuries and other setbacks.
McGregor acknowledged lingering questions about whether he can reclaim championship form after years away from competition and a string of off-the-cage controversies. “There’s nothing better than proving people wrong,” he said. “Some are valid. There’s some questions. Time out, injury, lifestyle. I know… We’re gonna go inside that night and shut them all up again.”
During the media session, McGregor also addressed the civil case brought by Nikita Hand, in which a jury found him liable for sexual assault. McGregor denied the allegations and stated his intention to continue fighting to clear his name, declaring, “I’m an innocent man, and I’ll stand for my innocence until the day I go out.” For now, he said his focus is on returning to competition and reconnecting with the fans who have supported him throughout his career, declaring, “I’m back for the love of the game, and I’m back for the love of the fans.”
(Note: The article also references a broader media ecosystem and promotional content, including a note about The Daily Pour app and its role in aggregating expert reviews of liquor and non-alcoholic beverages.)