Conor McGregor Exposed: Bombshell, The Telltale Book Reveals The True Creator Of Proper 12 Whiskey

Former two-division UFC champion Conor McGregor was contemplating making a jump into the vodka business in Iceland, based on the advice (and existing success) of European strongman Hafthor Julius Bjornsson. But that didn’t make much sense to “Notorious” teammate Artem Lobov, who suggested that McGregor stick to his roots and pursue Irish whiskey, a subject he was all too familiar with after graduate school.

In fact, “The Russian Hammer” plans to release a revealing book that delves into the creation of Proper 12 Whiskey, which McGregor will eventually sold for $600 million.

“The selling point of my book will be the Proper 12 whiskey story. Some people know this, but this was actually my idea. I was the person who came up with the idea to make a whiskey for Conor,” Lobov said in an interview with talkSPORT. “After the second Diaz fight, Conor and I were in the gym and we were talking one day and he said to me, ‘Artem, Thor, ‘The Mountain’ from Game of Thrones, I was talking to him, and he’s offered me [the chance] make my own vodka. She said she was doing one in Iceland and now she’s offering me the chance to do one too. Seems like a pretty good deal, what do you think of that?’”

Russian-born Lobov was based in Dublin and trained with McGregor at SBG Ireland.

“I told him before you looked any further, ‘here’s what I know about Irish whiskey.’ I told him about my university presentation,” Lobov continued. “I told him about the dominance of Irish whiskey and all that. He said, ‘go and see what deal you can put together’ and I went on my way. Lucky for me, when I was in college, I used to work in the bar at the Radisson Hotel and I had a friend who worked in the bar with me. He put me in touch with a man named Niall from Classic Drinks, one of the leading beverage distribution companies in Ireland. Niall was kind enough to meet me, actually at the Radisson, and he was very generous with his information.”

At the time, Lobov (13-15-1, 1 NC) was competing in the UFC featherweight division.

“Once I got that information, I went ahead and got to know all the different whiskey distilleries,” Lobov said. “I called some and met some in person. I did my research and put together a beautiful deal. Once the deal was done, I went to Conor and said, ‘Conor, I have the deal ready for you. This is going to be a billion dollar deal, no mess here.’ I’m not sure if he took me seriously or not at the time with the billion dollars. i introduced audie [Attar] and the rest of the Paradigm [Sports Management] team to my deal and all the people I was already working with and then we got going. We continue to work on it and as you can see it was a great success. I’m very happy to see that and I’m very happy to be a part of it.”

Here is the “official” story of the suitable website 12:

Proper No. Twelve pays tribute to our founder, Conor Mcgregor’s, Crumlin’s hometown, Dublin 12 and his shared spirit of brotherhood, loyalty and hard work.

So from the Own page 12 “Our history”:

Our founder, Conor McGregor, and his team searched for a place and people who shared the same passion for Ireland and its whisky. He found this in the oldest whiskey distillery on the Island of Ireland and with his master distiller created a unique and special blend.


Through much trial and error, they worked together to create a blend of sweet Irish grain whiskey and single malt Irish whiskey. The result, a smooth and balanced whiskey with hints of vanilla, honey-like sweetness and toasty wood.

Lobov claims that McGregor offered him a million dollars to put “Notorious” on the Proper 12 road, but he turned it down, as the former “Champion Champion” never took (or received) any money from Lobov during their respective fight camps. “The Russian Hammer” also plans to reveal his financial stake in the company once he finishes his book.

A release date has not yet been determined.

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