Eire Born Spirits said demand for Proper No. Twelve Irish Whiskey rapidly outpaced supply, resulting in an out-of-stock situation in its original release markets of Ireland and the United States.
Proper No. Twelve sold more cases in less than one month than many whiskey brands sell in a full year, the company said. Before unveiling the new whiskey blend on Sept. 17, the distillery bottled what was estimated to be enough product for six months of sales in Ireland and the United States.
Given the sell-out, the distillery said it is working feverishly to bring new product to market, and first wave solutions are in place for early December in Ireland and the United States.
“I told everyone as the company Founder that I was going to give it my all and take the whiskey market by storm”, said Conor McGregor, founder. “I am energized by the incredible reaction and am looking forward to being back in stock in the next few weeks. The Irish whiskey market has been dominated by one brand, but people want choice. People want brands that have true meaning to them, that give back to the community and that taste great. Proper No. Twelve checks all of those boxes”.