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Proper no 12 whiskey10/2/2023 12 is a very average example of Irish blended whiskey. I don’t care for that kind of opportunistic cherry picking, and will instead just say this: Proper No. 12 to a harder standard because the distillery’s contentious prizefighter of an owner is a guy who tends to rub people the wrong way. The advance press from whiskey geeks on this stuff has not exactly been glowing, but I can’t help but feel like some of those writers aren’t exactly appraising the liquid in the glass fairly, and are instead holding Proper No. Very basic, although that’s not necessarily a negative. Now, onto the stuff we’re more interested in at Paste-how does it actually taste? Well, to sum up in a word: Basic. It’s a whiskey for mixed drinks, albeit priced a bit more expensive than most. That’s not a bad thing it’s just the more accurate way of framing what this product actually is. McGregor’s marketing may try to position this stuff as being some kind of “premium” product, but it has much more in common with the likes of recognizable names such as Jameson, Bushmills or Tullamore Dew. Which is to say, very much standard for your basic blended Irish whiskeys. Rather, this is a pretty standard Irish blended whiskey: Sourced from elsewhere (partially from Bushmills stock) a blend of malt and grain whiskeys aged in used American bourbon barrels for what is presumably a relatively short span. 12 is liquid distilled by McGregor’s own company. McGregor is the owner of “Eire Born Spirits,” which some of the marketing tries to pass off as a full-on distillery, but nothing in Proper No. So let’s get it out of the way: Yes, this is a celebrity owned and endorsed spirit. 12 is the new Irish whiskey brand owned and marketed by “The Notorious” Conor McGregor, former UFC featherweight and lightweight champion? You can see the bind I’m in. I’d love to buck that trend, but then how would you know that Proper No. If there’s one thing that you can be sure of, in terms of celebrity-endorsed liquor products, it’s that a reviewer will almost invariably lead with some kind of short discussion of that individual.
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