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Conor McGregor has been found guilty for a rape case in court involving Nikita Hand. Following McGregor's sexual assault verdict there were mass protests in Dublin with women standing in solidarity for the case and being a solid support for Nikita Hand. McGregor's case has shattered his public image and now things are not looking good for the Champion. Conor McGregor will no longer be the face of Proper No. Twelve, the Irish whiskey brand he co-founded. Proximo Spirits, the company that owns the brand, announced that it would sever ties with McGregor following his conviction in a sexual assault case.
Proximo Spirits, the distributor behind Proper No. Twelve, confirmed in a statement to CNN that it "does not plan to use Mr. McGregor’s name and likeness in the marketing of the brand" moving forward. This decision comes after McGregor was found liable in a high-profile sexual assault lawsuit.
McGregor was instrumental in creating Proper No. Twelve in 2018 and later sold a majority stake in the company in 2021. Proximo, which also owns brands like Jose Cuervo tequila and Bushmills whiskey, now holds full ownership of Proper No. Twelve. Despite McGregor’s significant involvement in the brand’s success, including its rise to become the third-best-selling Irish whiskey in the United States, his association with the brand has now ended.
McGregor’s Image Removed from Marketing
McGregor’s image was previously a central feature in Proper No. Twelve’s marketing campaigns, appearing in advertisements and promotional materials. His face has now been removed from the brand’s social media accounts, including Instagram, and its official website is currently offline. McGregor was also a prominent figure in TV commercials, with his most recent appearance promoting a new apple-flavored variant of the whiskey.
Sexual Assault Lawsuit and Court Ruling
The decision to cut ties with McGregor comes after the UFC star was found liable for sexually assaulting Nikita Hand in a Dublin hotel room back in 2018. Last Friday, a civil court jury awarded Hand nearly 250,000 euros (about $263,600) in damages. According to the Courts Service in Ireland, the jury found McGregor guilty of assault.
McGregor responded to the ruling on Monday, taking to X (formerly Twitter) to announce, “I have instructed my legal team to appeal the decision.”
Retailers and Partners Sever Ties with McGregor
Following the court’s decision, several retailers in the UK and Ireland have pulled Proper No. Twelve from their shelves. SuperValu, owned by Musgrave, and Tesco are among the stores that have ceased selling the whiskey, according to the Guardian. Additionally, video game developer IO Interactive announced it would end its partnership with McGregor, removing his voice and likeness from the popular “Hitman” video game series, in which McGregor had appeared.
The fallout from the case continues to impact McGregor’s public image and business ventures, with several companies distancing themselves from the fighter following the verdict.
