MMA champion Conor McGregor has come out with an Irish whiskey.

Eire Born Spirits today announced the launch of Proper No. Twelve Irish Whiskey. McGregor is the founder, chairman and majority owner of the company.

Proper No. Twelve Irish Whiskey will launch this month in the U.S. and Ireland, with further expansion in 2019 and onward. 

For years, McGregor had developed this brand under the project name “Notorious,” through which came the foundation of what was to eventually become Proper No. Twelve. It became a longer and more complicated project than originally expected, the company says.

For this finished product, McGregor worked with David Elder, master distiller, previously of Guinness. “We created close to one hundred blends and ultimately selected what we knew was the one and only proper whiskey blend,” says McGregor.

Proper No. Twelve is a blend of grain and single malt. It has hints of vanilla, honey and toasted wood, the company says. The name references Crumlin, in Dublin 12, where McGregor grew up.

The brand will give back to first responders. The company has committed $5 for every case sold to local first responder organizations/charities, up to $1 million annually. The organizations/charities will be identified for each state and country around the world, the company says, and donations will go directly to specific states and countries where sales take place.

Proper No. Twelve is 80 proof and retails for around $29.99 per 750-ml. bottle.

Proximo has been named the global distribution partner for Proper No. Twelve.