![]() ![]() Although he has no prior experience making whiskey, like many a proper Irishman he's tasted enough to know when he has a winner on his hands. With all the buzz that continues to swirl around all things McGregor - he remains the world's most-Googled sports figure - it's hard to imagine his newest project falling flat on the canvas. I have great respect for these men and women.” As Irish whisky sales continue to soar here in the States, money will surely pile up fast for this worthwhile cause. Says McGregor: “First responders all over the world are the unsung heroes who act with courage and answer the call of duty every day for people in need. So if you purchase your booze in the New York area, for example, money raised will directly benefit those in and around the five boroughs. For every case sold, $5 will go to local first responder organizations (they will be selected throughout each year, with donations made annually). I am the founder of this company and I am going to give it my all."Īdding merit to these platitudes is the brand's commitment to charity. Growing up on the streets of Dublin 12, I learned the values of loyalty and hard work. It’s proper Irish whiskey and twelve is my hometown. It’s a place I’m still very much a part of every single day of my life. It’s where I learned how to fight it made me who I am today. “I come from a suburb called Crumlin, in Dublin 12," he says. ![]() By his own account, this endeavor is a labor of love - and an homage to his roots. Twelve those traditional notes are viewed through a veil of vanilla and honey: smooth and balanced sweetness in an 80 proof spirit.Īs one of the highest-paid athletes on the planet, McGregor doesn't need a whiskey empire to add to his largesse. Its trademark characteristics - soft and slightly earthy - are owed to the local water source. He's blending the booze up north at the historic Old Bushmills Distillery, where a legacy of whiskey-making reaches back over 400 years. Master Distiller David Elder spent years working with Guinness in McGregor's hometown of Dublin. Since McGregor isn't manning the stills himself, he enlisted the help of experts tried and true. ![]()
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