Conor McGregor and Proper Twelve have been linked since the whiskey brand's inception in 2018 – but not any longer. On Tuesday, Proper Twelve-parent company Proximo Spirits announced it will no longer feature McGregor in association with the brand,

Proper Twelve Irish whiskey will no longer use Conor McGregor's likeness after a jury found he assaulted Nikita Hand in Dublin in 2018.

Musgrave — a retail conglomerate that includes UK and Irish brands SuperValu, Centra, Daybreak and Mace, among many others — issued a notice to store operators delisting all brands associated with McGregor, including McGregor's famed Proper No. Twelve Irish Whiskey and Forged Irish Stout beverages.