Conor McGregor will no longer be the face of the popular Irish whiskey brand that he helped create. Proper No. Twelve dropped McGregor after he was found liable in a sexual assault case.

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.

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,

Conor McGregor, the one-time king of the UFC and a man who transcended the octagon to become a global icon, finds himself facing a reckoning outside the cage. In the wake of a jury ruling finding him liable for a 2018 sexual assault, Proper Twelve, the Irish whiskey brand McGregor helped build, has cut ties with the fighter.

Proper No. Twelve Whiskey will not use Conor McGregor’s name or image after an assault verdict. Retailers are also removing his branded drinks.

UFC Superstar Conor McGregor Found Guilty of Sexual Assault, What Comes Next? The aftermath of the sexual assault conviction is now starting to role out, as McGregor ha

Conor McGregor has been dropped as the face of Proper No. Twelve whiskey and from the Hitman video game, after being ordered to pay almost €250,000 to a woman who accused him of rape. Nikita Hand accused the former UFC champion of raping her in a Dublin hotel six years ago,

Two companies have cut ties with Conor McGregor after a civil court jury in Ireland ruled last week that he must pay nearly 250,000 Euros ($257,000) to a woman who accused the mixed martial arts fighter of raping her.