Proper No. Twelve Irish Whiskey has become a household name, inextricably linked with its creator, the mixed martial arts superstar Conor McGregor. But beyond the celebrity association, the crucial question remains: is Proper No. Twelve actually a good whiskey? This article provides a comprehensive and objective assessment of the spirit, delving into its production, taste profile, price point, and overall value to help you determine if it’s a worthy addition to your whiskey collection.
Understanding Proper No. Twelve: Origins and Production
Proper No. Twelve isn’t just a celebrity endorsement; it’s a brand that McGregor actively co-founded. The whiskey is produced at the Old Bushmills Distillery, one of the oldest licensed whiskey distilleries in Ireland, located in County Antrim, Northern Ireland. While the exact recipe remains proprietary, Proper No. Twelve is a blend of grain and single malt whiskeys.
The production process involves triple distillation, a common practice in Irish whiskey making, believed to contribute to a smoother and lighter character. Following distillation, the whiskey is aged in ex-bourbon barrels, which impart flavors of vanilla, honey, and subtle spice. Understanding these basics helps appreciate the potential nuances within the final product.
The Role of Old Bushmills Distillery
The association with Old Bushmills is significant. The distillery boasts centuries of experience and a reputation for producing quality Irish whiskey. While Proper No. Twelve is a separate brand, the expertise and infrastructure of Bushmills undoubtedly play a role in its creation. This provides a degree of assurance regarding the production standards.
The Significance of Triple Distillation and Ex-Bourbon Casks
The triple distillation process contributes significantly to the whiskey’s smoothness, removing impurities and creating a lighter spirit. Aging in ex-bourbon barrels imparts distinct flavors. These barrels, previously used to mature bourbon, contribute notes of vanilla, caramel, and toasted oak to the whiskey, adding to its overall complexity.
Analyzing the Taste Profile of Proper No. Twelve
Taste is subjective, but certain characteristics are consistently noted in Proper No. Twelve. On the nose, it generally presents aromas of vanilla, honey, and a hint of green apple. The palate often reveals similar notes, accompanied by a touch of spice and a slightly grainy texture. The finish is typically short to medium in length, with a lingering sweetness.
Aroma: First Impressions Matter
The initial aroma sets the stage for the tasting experience. Proper No. Twelve’s aroma profile, dominated by vanilla and honey, is generally perceived as pleasant and approachable. The subtle hint of green apple adds a touch of freshness. However, some palates may find the aroma somewhat simple compared to more complex whiskeys.
Palate: Exploring the Flavors
The palate reveals the core flavors of the whiskey. The vanilla and honey notes continue to be prominent, providing a sweet and smooth foundation. The addition of spice, such as cinnamon or ginger, adds a layer of complexity. However, the slightly grainy texture can be a point of contention for some, potentially impacting the overall enjoyment.
Finish: The Lingering Impression
The finish is the final impression the whiskey leaves on the palate. Proper No. Twelve’s finish is typically short to medium in length, meaning the flavors don’t linger for an extended period. The persistent sweetness is a common characteristic. A longer and more complex finish is often associated with higher-quality whiskeys, so this is an area where Proper No. Twelve may fall short for some.
Proper No. Twelve: Price and Value Proposition
Proper No. Twelve is generally positioned as an entry-level to mid-range Irish whiskey. Its price point often makes it an accessible option for those new to whiskey or seeking an affordable everyday dram. However, whether it represents good value depends on individual preferences and comparisons to other whiskeys in the same price range.
Competitive Pricing and Accessibility
The brand’s pricing strategy is crucial to its success. By positioning itself as an affordable option, Proper No. Twelve aims to attract a wider audience. Its widespread availability in liquor stores and bars further enhances its accessibility, making it a convenient choice for consumers.
Value Compared to Other Irish Whiskeys
The value proposition of Proper No. Twelve is often debated. While it’s generally more affordable than premium Irish whiskeys, there are other brands in the same price range that may offer a more complex or refined tasting experience. Ultimately, the perceived value depends on individual priorities and preferences.
Pros and Cons: Weighing the Arguments for and Against
Like any spirit, Proper No. Twelve has its strengths and weaknesses. Understanding these pros and cons can help you make an informed decision about whether it’s the right whiskey for you.
Pros: Accessibility, Smoothness, and Brand Recognition
- Accessibility: Its widespread availability and attractive price point make it easy to acquire.
- Smoothness: The triple distillation process contributes to a smooth and approachable character.
- Brand Recognition: The association with Conor McGregor has undoubtedly boosted its popularity and recognition.
Cons: Complexity, Finish, and Potential Graininess
- Complexity: Some may find the flavor profile relatively simple compared to more complex whiskeys.
- Finish: The short to medium finish may not satisfy those seeking a long and lingering experience.
- Potential Graininess: The slightly grainy texture can be a drawback for some palates.
Who is Proper No. Twelve For? Target Audience and Drinking Occasions
Proper No. Twelve is often seen as a gateway whiskey, suitable for those new to the world of Irish whiskey. Its smooth character and approachable flavor profile make it easy to drink neat, on the rocks, or in cocktails. It’s also a popular choice for casual gatherings and celebrations, thanks to its widespread availability and recognizable brand.
Ideal for New Whiskey Drinkers
Its approachable flavor profile and relatively low price point make it an excellent starting point for those curious about Irish whiskey. It provides a gentle introduction to the category without overwhelming the palate.
Versatile for Cocktails and Casual Sipping
Its versatility makes it a suitable choice for cocktails, such as an Irish Mule or a simple whiskey and ginger ale. It can also be enjoyed neat or on the rocks for a casual sipping experience.
Proper No. Twelve vs. the Competition: How It Stacks Up
To truly assess Proper No. Twelve, it’s essential to compare it to other Irish whiskeys in the same price range. Brands like Jameson, Tullamore D.E.W., and Bushmills Original offer similar accessibility and price points. Comparing their flavor profiles and overall quality can help determine where Proper No. Twelve stands in the competitive landscape.
Comparison with Jameson
Jameson is arguably the most well-known Irish whiskey brand globally. Compared to Proper No. Twelve, Jameson often presents a slightly more robust flavor profile with a bit more spice. Both are smooth and approachable, but Jameson might be preferred by those seeking a slightly bolder taste.
Comparison with Tullamore D.E.W.
Tullamore D.E.W. is another popular Irish whiskey known for its triple-distilled smoothness. It often exhibits a slightly fruitier character than Proper No. Twelve, with notes of citrus and apple. The choice between the two often comes down to personal preference for fruitiness versus the vanilla and honey notes of Proper No. Twelve.
Comparison with Bushmills Original
Considering Proper No. Twelve is produced at the Old Bushmills Distillery, comparing it to Bushmills Original is particularly relevant. Bushmills Original typically offers a slightly drier and more grainy character than Proper No. Twelve. While both share a similar smoothness, Bushmills Original may appeal to those seeking a slightly more traditional Irish whiskey profile.
Final Verdict: Is Proper No. Twelve a Good Whiskey?
The answer to the question of whether Proper No. Twelve is a good whiskey is nuanced. It’s not necessarily a complex or groundbreaking spirit, but it’s a perfectly acceptable and approachable Irish whiskey, especially for those new to the category. Its smooth character, vanilla and honey notes, and accessible price point make it a decent choice for casual sipping or mixing in cocktails. However, more experienced whiskey drinkers may find its flavor profile somewhat simplistic and the finish lacking in length. Ultimately, whether it’s “good” depends on your individual preferences and expectations. If you’re looking for an affordable and easy-drinking Irish whiskey, Proper No. Twelve is certainly worth trying. However, if you’re seeking a more complex and nuanced experience, you might explore other options in the same or slightly higher price range.
Beyond the Bottle: The Impact of Celebrity Influence
It’s impossible to ignore the impact of Conor McGregor’s involvement on the success of Proper No. Twelve. His immense popularity and global reach have undoubtedly contributed to the brand’s widespread recognition and sales. While some may dismiss it as purely a celebrity endorsement, it’s undeniable that his involvement has played a significant role in shaping the brand’s image and appeal.
The McGregor Effect: Marketing and Brand Awareness
McGregor’s active promotion of Proper No. Twelve through social media, public appearances, and sporting events has created a powerful marketing engine. His passionate advocacy for the brand has resonated with his fanbase, driving brand awareness and ultimately boosting sales.
Separating the Whiskey from the Personality
While McGregor’s involvement is undeniable, it’s crucial to separate the whiskey itself from the personality associated with it. Ultimately, the quality of the spirit should be judged on its own merits, regardless of the celebrity endorsement.
Proper No. Twelve: Serving Suggestions and Cocktail Ideas
Proper No. Twelve’s versatility makes it a suitable choice for various serving methods and cocktail creations. Here are a few suggestions to enhance your enjoyment of this Irish whiskey:
Neat or on the Rocks: Simple Enjoyment
To fully appreciate the whiskey’s flavor profile, try sipping it neat at room temperature. Alternatively, adding a few ice cubes can chill the spirit and slightly mellow the flavors.
Classic Irish Cocktails: Elevating the Experience
Proper No. Twelve works well in classic Irish cocktails such as the Irish Coffee, Irish Mule, or Whiskey Sour. Its smooth character and subtle sweetness complement the other ingredients in these recipes.
Creative Cocktail Creations: Experimenting with Flavors
Don’t be afraid to experiment with different cocktail combinations. Try pairing Proper No. Twelve with ginger ale, citrus juices, or other complementary flavors to create your own signature drinks.
FAQ: What is Proper No. Twelve and what type of whiskey is it?
Proper No. Twelve is an Irish whiskey founded by Conor McGregor. It’s a blend of grain and single malt whiskeys, sourced from multiple distilleries in Ireland. The name refers to Crumlin, Dublin 12, McGregor’s hometown neighborhood.
Unlike single malt or single pot still Irish whiskey, which must come from a single distillery, Proper No. Twelve utilizes sourced whiskey from various producers. This allows for consistency in flavor profile and volume production, although it also means the spirit doesn’t possess the unique character associated with whiskeys crafted entirely at one location.
FAQ: What are the key flavor notes to expect in Proper No. Twelve?
Generally, Proper No. Twelve presents a relatively mild and approachable flavor profile. Expect to find notes of vanilla, honey, and a hint of toasted oak. The grain whiskey component contributes to a lighter body, while the malt whiskey adds a subtle fruitiness, often described as apple or pear.
The finish is usually short to medium in length, with a lingering sweetness and slight warmth. While not overly complex, it’s designed to be easy-drinking, which is a key aspect of its appeal to a broader audience, especially those newer to whiskey.
FAQ: How does Proper No. Twelve compare in price to other Irish whiskeys?
Proper No. Twelve is typically positioned in the lower to mid-range price bracket compared to other Irish whiskeys. It’s often more affordable than premium single malts or single pot still options like Redbreast or Green Spot, putting it in competition with entry-level blends from Jameson or Tullamore D.E.W.
The price point contributes significantly to its accessibility and popularity. It makes it an attractive option for casual drinkers, those mixing cocktails, or individuals looking for a relatively inexpensive Irish whiskey to enjoy neat or on the rocks.
FAQ: Is Proper No. Twelve considered a smooth whiskey?
Yes, generally speaking, Proper No. Twelve is often described as a smooth whiskey. The blending process and the relatively young age of the whiskey contribute to a lack of harshness or strong peppery notes that can be found in some older or higher-proof whiskeys.
However, smoothness is subjective. Some experienced whiskey drinkers might perceive it as lacking depth or complexity due to its smooth and approachable character. It caters to a palate that prefers a less challenging and more readily enjoyable experience.
FAQ: What are some good ways to drink Proper No. Twelve?
Proper No. Twelve’s versatility makes it suitable for various drinking preferences. It’s commonly enjoyed neat or on the rocks, especially by those who appreciate its easy-drinking nature. Its smooth character makes it less intimidating than some bolder whiskeys.
Furthermore, it’s an excellent option for cocktails. Its relatively mild flavor profile allows it to blend well with other ingredients without overpowering them. Classic cocktails like an Irish Coffee, Whiskey Sour, or even a simple Highball can be enhanced with Proper No. Twelve.
FAQ: Has Proper No. Twelve won any awards or accolades?
While Proper No. Twelve has achieved considerable commercial success and brand recognition, it hasn’t garnered widespread critical acclaim or a plethora of prestigious awards in the whiskey industry compared to some of its counterparts. Its popularity is largely driven by its association with Conor McGregor and effective marketing strategies.
Although it might have received some minor awards or positive mentions, these are typically not as significant as the accolades awarded at renowned spirits competitions such as the San Francisco World Spirits Competition or the International Wine & Spirit Competition. Its appeal lies more in its accessibility and brand image than in exceptional taste or craftsmanship as judged by professional critics.
FAQ: Who owns Proper No. Twelve now?
While initially founded by Conor McGregor, the majority stake in Proper No. Twelve was acquired by Proximo Spirits in 2021. Proximo Spirits is a large global spirits company that also owns brands like Jose Cuervo tequila and Bushmills Irish Whiskey.
Conor McGregor remains involved with the brand and continues to promote it, but Proximo Spirits now controls the majority ownership and handles the production, distribution, and marketing on a larger scale. This acquisition allows for greater market reach and resources for the continued growth of the brand.