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Cuervo Ups Stake In Proper No. Twelve To 49%

May 4, 2020

Grupo Cuervo has increased its stake in Conor McGregor’s Eire Born Spirits LLC, owner of Proper No. Twelve Irish whiskey, to 49%.The move, which closed April 24 for an undisclosed sum, raises the Mexican company’s equity interest in Eire Born from its previous 20%. Proper No. Twelve ($25 a 750-ml.) depleted 125,000 cases in the U.S. in 2019, according to Impact Databank. Produced by Cuervo’s Bushmills Distillery, the brand is handled by Proximo Spirits in the U.S.—Shane English

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