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, according to a report from the Irish Indepedent.

“Since 2021, Proximo Spirits has been the 100pc owner of Proper No. 12 Irish Whiskey,” Proximo Spirits said. “Going forward, we do not plan to use Mr. McGregor’s name and likeness in the marketing of the brand.”

The decision comes in the wake of last Friday’s jury ruling that McGregor is liable for a 2018 sexual assault of a woman at a Dublin hotel. The jury ordered McGregor pay approximately $260,000 in damages to the victim, Nikita Hand.

Hand said McGregor and his friend, James Lawrence, had sex with her against her will while she was intoxicated, which resulted in physical and emotional trauma. The jury found Lawrence not liable.

McGregor has maintained his innocence and Tuesday confirmed he plans to appeal the ruling.

Proximo Spirits is the second company to cut ties with McGregor in as many days. IO Interactive, the parent company for the popular video game series “Hitman,” announced McGregor will no longer be a purchasable character in its game.

The UFC has continued to stay silent on the the sexual assault ruling.

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