Proper No. Twelve has released a limited edition 13-year-old Irish single malt whiskey, marking a major step forward for the brand. The whiskey is aged in a combination of first-fill American oak bourbon barrels and second-fill European oak ruby port barrels.
The new expression is bottled at 43% ABV and priced at $60. It is currently available at select retailers in Florida, Georgia, Illinois, Tennessee, Texas, and Arizona.
A Milestone for the Brand
Lander Otegui, Executive Vice President of Marketing at Proximo Spirits, described the release as an important development for the brand.
“The launch of our 13-year-old single malt marks a significant milestone in the evolution of Proper No. Twelve as it is the brand’s first aged single malt,” said Otegui. “This 13-year-old single malt is a more refined expression that remains true to our roots – bold, accessible and made for those who appreciate individuality.”
He added that the release also signals the brand’s long-term ambitions. “It’s a celebration of an exciting future as we continue to expand the brand’s Irish whiskey offering and take a disruptive approach to the category.”
The Brand’s Third Product Since 2018
This 13-year-old single malt is the third product released by Proper No. Twelve since its launch in 2018. The brand introduced an apple-flavored whiskey in February 2023.
The company was acquired in 2021 by Proximo Spirits, the owner of Jose Cuervo and Bushmills, in a deal reportedly worth $600 million.
McGregor No Longer Brand Face
Mixed martial artist Conor McGregor, the founder of Proper No. Twelve, was removed as the brand’s spokesperson in 2024 after being convicted of sexual assault. His exit marked a shift in the company’s public image.
Parent Company Reports Solid Q1 Results
Proximo Spirits, which owns several alcohol brands, has reported strong performance in early 2025. In the first quarter, Jose Cuervo recorded a 7.5% sales increase. Although the group experienced a 0.9% decline in full-year sales for 2024, spirits other than tequila — including Proper No. Twelve, Bushmills Irish whiskey, Three Olives vodka, and Kraken rum — posted a 4.7% growth in net sales in Q1 2025.
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