![]() ![]() Whiskey normally takes its colour from the cask, but there is no way this colour is from the cask alone. The colour is a deep, burnished golden brown. The tasting notes describe the whiskey as "sophisticated yet smooth" and "approachable with hints of vanilla, honey and toasted wood". ![]() The whiskey was blended in Bushmills by David Elder – formerly of Guinness and who McGregor describes as his Master Distiller – and then bottled in Bushmills. McGregor tried close to 100 blends before settling on the contents of the Proper No. The whiskeys are then blended by an expert in order to achieve the desired flavour profile. Whiskey bottlings are typically a blend of casks numbering from single digits to hundreds. ![]() McGregor’s blend also contains malt whiskey from Bushmills, which is made in the familiar onion-shaped copper pot stills most people would typically associate with whiskey production. Grain whiskey forms the backbone of most blends and is made relatively cheaply from maize or corn in a large, very efficient column still. To be sold as Irish whiskey, the spirit must be produced on the island of Ireland and aged for at least three years in a wooden cask, meaning a quick turnaround is only possible by purchasing whiskey already produced on the stills of Midleton, Bushmills, West Cork, Cooley or the tiny Cooley-controlled Locke's Distillery. Many new entrants to the market, including McGregor purchase whiskey from already mature stocks held by the existing distillers and label it under their own branding. McGregor's venture is in partnership with Proximo, the parent company of Bushmills in Northern Ireland, although as of July this year he has founded Eire Born, a company which lists McGregor as CEO and is the official owner of the Proper No. The move into celebrity brand ownership however has only recently begun in the whiskey world. In other markets, George Clooney has a tequila, Danny Devito has a limoncello and Graham Norton has a range of very successful wines. Mila Kunis, Matthew McConaughey and David Beckham are each the face of various world whisky campaigns. Celebrity endorsement of whiskey is not new. In a week where even Bono is throwing his hat into the Irish whiskey ring, the release of McGregor's "own" whiskey marks the beginning of Irish celebrity whiskeys. I am the founder of this company and I am going to give it my all." The name is not a reference to the age of the whiskey, but an homage to his Dublin 12 neighbourhood of Crumlin where McGregor says "I learned the values of loyalty and hard work." He continued "I respect other Irish whiskeys, but I am coming in strong, with passion and with purpose. Unfortunately for him, the trademark for that phrase was already held by another Irish drinks brand, and after withdrawing from the legal battle, the fighter has labelled the whiskey Proper No. It was during the press conference following the Mayweather fight that McGregor first revealed his plans to release an Irish whiskey bottled under his adopted moniker "Notorious". The fighter's whiskey was released to coincide with the announcement of his October bout with Khabib Nurmagomedov, his first fight since his defeat to Floyd Mayweather in August last year. MMA star Conor McGregor arrived onto the Irish whiskey scene this week with typical bravado, brandishing his new whiskey bottling, Proper No. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |