Why Proper No. Twelve Released A 13-Year-Old Single Malt
Anna Dave / Proper No. Twelve
The original Proper No. Twelve Irish Whiskey was released seven years ago. A triple-distilled blended whiskey with an approachable flavor profile and a retail price around $25 per 750ml bottle, Proper No. Twelve has rapidly grown in popularity. 'Proper No. Twelve hits a sweet spot for consumers trading up from mainstream brown spirits,' said Lander Otegui, executive vice-president of innovation and marketing at Proximo Spirits, via email. Proximo Spirits owns Proper No. Twelve.
Building on that success, Proper No. Twelve launched Proper No. Twelve Irish Apple in February 2023, an effort to bring the brand to a new audience outside of the usual Irish whiskey category. But for the first time, Proper No. Twelve is offering a limited-release, age-statement, single malt, taking the brand in yet another direction and pleasing another new audience.
'Proper No. Twelve Irish Apple allowed us to build on our presence in the shot occasion, introducing us to a new audience and challenging brands outside of the traditional Irish whiskey category, which has typically owned this occasion,' said Otegui.
'But the beauty with Irish whiskey, and the distillery where Proper No. Twelve is made, is our ability to create both blends and single malt whiskies. Proper No. Twelve original is a blend of both, so it was only natural for us to explore a single malt only option as a way to deliver a premium product for our loyal fans,' said Otegui. 'The introduction of the Proper No. Twelve 13-Year-Old Single Malt, the brand's first-ever limited release, marks our transition into the aged-and-craft segment and solidifying our position as the Irish whiskey category challenger.'
The new release, now available for a limited time in Florida, Georgia, Illinois, Tennessee, Texas and Arizona at a suggested retail price of $59.99, is bottled at 86 proof to emphasize its more robust character. It is triple-distilled and is a vatting of American oak, first-fill bourbon barrels and European oak, second-fill ruby port barrels.
Not surprisingly, Proper No. Twelve 13-Year-Old Single Malt has a darker color and a slightly sweeter flavor than original Proper No. Twelve, the result of using malt barley and of the second-fill port barrels. Yet, it is, as advertised and in keeping with the Proper No. Twelve brand, very clean, simple and approachable.
'Proper No. Twelve 13-Year-Old Single Malt is definitely a more refined expression, but it still reflects the foundation of the brand's liquid profile— bold, accessible, and built for those who appreciate character,' said Otegui. 'It is a great introduction to the brand for those whiskey drinkers who are looking for an approachable age-statement single malt, while still appealing to long-time fans of Proper No. Twelve. Said another way; it has the credentials to recruit seasoned whiskey drinkers, but also the familiarity to endear those who typically stick to the expressions that dominate the category.'
What does this first limited release, first age-statement whiskey and first single-malt release mean for the future of Proper No. Twelve? 'We feel it sets the tone for where this brand is going as it continues to challenge the expectations of the Irish whiskey category,' said Otegui.
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