“After the second Diaz fight, me and Conor were in the gym and we were talking one day and he says to me, ‘Artem, Thor, – ‘The Mountain’ out of Game of Thrones – I was chatting to him, and he’s offered me to do my own vodka,” Lobov recalled. Twelve Irish whiskey was created, developed, branded and tirelessly promoted by Conor McGregor.”Įarlier this summer, Artem Lobov touched on the idea that the Proper No 12 brand was his idea in an interview with TalkSport. As these matters are now before the court, we will not be making any further comment.”Ī spokesperson for Conor McGregor said, “Proper No. We have issued High Court proceedings on his behalf to enforce an agreement with Mr McGregor regarding the Proper No. “My client is a retired professional fighter with a master’s degree from DCU in Finance and Capital Markets. A solicitor for the retired fighter told the publication: Per a report in the Irish Independent, Lobov launched court action against McGregor on Tuesday. Twelve has advanced it’s positioning in the Irish whiskey rankings this week with another giant leap forward towards our eventual number 1 spot! We are the fastest growing Irish whiskey in all of history and with the latest figures just released, our projections are, to put it lightly, simply unstoppable!” McGregor said in an Instagram post at the time.īut McGregor’s former teammate and long time friend Artem Lobov is reportedly suing McGregor over claims that it was in fact he who came up with the idea for Proper No 12 in the first place. The deal sees the McGregor remain a stakeholder and actively promote the brand.Īccording to Impact Data, Proper No 12 is expected to surge to the number two position in the Irish whiskey category in the United States. UFC great Conor McGregor has enjoyed considerable success through his Proper No 12 whiskey brand, which he, Paradigm CEO Audie Attar and businessman Ken Austin sold a majority stake to Proximo Spirits for a reported US$600m. UFC star Conor McGregor is facing a multi-million dollar lawsuit from friend and former teammate Artem Lobov, who claims McGregor’s highly successful Irish whiskey brand, Proper No 12, was his idea.
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