Proper No. Twelve: “We’re not Here to Take Part, We’re Here to Takeover”

Dear Client:Irish whiskey is the fastest growing segment within the broader whiskey category, and Jameson still controls the lion's share (almost 75%) of the market. But new entrants are beginning to nip at Jameson's heels, including MMA fighter Conor McGregor's Proper No. Twelve.  Your editor recently sat down with founding partner Ken Austin to discuss how the brand got started, growth in the US, and their ambitious goals for the brand. HOW IT STARTED. As Ken tells it, Conor has always wanted