Latest news with #ProperNoTwelve
Yahoo
3 days ago
- Business
- Yahoo
Artem Lobov opens up on fractured relationship with Conor McGregor, multimillion-dollar whiskey war
Artem Lobov delivered a surprising message for Conor McGregor on Tuesday despite their ongoing multimillion-dollar whiskey war. Lobov was once as vital to McGregor's camp as head coach John Kavanagh. The two weren't just sparring partners who bloodied each other in Dublin's Straight Blast Gym. They were brothers. 'We always had each other's back,' Lobov told Uncrowned's "The Ariel Helwani Show." 'I showed him unmatched loyalty. Who was more loyal to him than I was? I did everything for him.' That bond shattered over a handshake agreement Lobov says McGregor broke — a promise to give him a cut of McGregor's Proper No. Twelve profits when the whiskey brand was sold. Lobov, who says he turned down payment for years of sparring with McGregor, claims he co-founded the product. He researched the market, convinced McGregor to ignore calls for a premium release that would have priced out the working man, and spotted the gap for an affordable bottle instead. He claims he also fought against an 'option' deal that capped profits far below market value — a move he says would've cost McGregor millions. According to Lobov, McGregor shook his hand and guaranteed him 5% 'no matter what.' And so, when Proxima Spirits bought the brand for $600 million, McGregor reportedly received $130 million. Lobov feels he should have received a $6.5 million share. The arrangement had worked before. Lobov says a TV deal he set up for McGregor paid far more than expected, and McGregor rewarded him with a 233% bonus. 'Whenever we did camps, I was the only one who never accepted a cent,' Lobov said. 'I'd say, 'Conor, I'm not taking this. You're my brother.'' But with Proper No. Twelve, he says the betrayal cut deeper. 'I put the biggest piece of meat on Conor's table and he wouldn't cut me a tiny slice so my family could eat,' Lobov says. The dispute is now in Ireland's High Court. Lobov is suing for the $6.5 million, with a trial set for December. 'He knows I'm in the right and f***** me over,' Lobov says. McGregor denies the claims. It's not just money Lobov wants. He wants acknowledgement. 'They booted me to the side, no recognition, nothing,' he says, accusing McGregor's manager Audie Attar of driving a wedge in their friendship. 'I want to show who was a true and loyal friend, and who was a snake.' The feud resurfaced during Lobov's Tuesday appearance on Uncrowned, where he also announced a long-awaited return to fighting — his first professional MMA bout since 2018. 'Seven years in the making,' he wrote Monday on social media, alongside a poster for his return match with Zubaira Tukhugov. 'Time to get revenge.' Lobov had turned down offers to fight before, he says. He wasn't interested unless the purse was big or the opponent was right. But PFL executive Mike Kogan had that opponent ready for him, and so they agreed to a swift, one-fight deal. Lobov will fight Tukhogov in Dubai at a PFL event on Oct. 3. Their history runs back to 2018, when former UFC lightweight champion and fierce McGregor rival Khabib Nurmagomedov confronted Lobov over comments he made while defending McGregor. 'If somebody called your friend a chicken in Russia, it's more severe … you'd respond,' Lobov says. It escalated when Nurmagomedov cornered Lobov a second time — this time with 'a gang of people.' Tukhogov was there, backing Nurmagomedov up, screaming, 'Let's go, one-on-one,' Lobov says. The UFC almost booked a bout between Lobov and Tukhogov, but canceled those plans after the Nurmagomedov vs. McGregor feud exploded into one of the most volatile in UFC history. Lobov says Tukhogov has 'never looked that brave' in the cage, accusing him of relying on wrestling and 'tapping out' under pressure. Outside the cage, though, Lobov points to his opponent's powerful connections in Russia — alleged ties to controversial Chechen leader Ramzan Kadyrov — which make a street fight a foolish proposition to accept. 'Who wants that? Let's do it like real men, one-on-one … let's get in the cage and settle it like professional fighters,' Lobov says. Seven years later, they will. Meanwhile, Lobov's old friend McGregor has his own fights ahead of him. He's teased a political run in Ireland — something Lobov thinks should be postponed. 'He needs to stop messing [around], get back into the gym, and get fit,' Lobov says. 'The way forward is grappling. Just grapple. It's fun, it'll get your body ready for fighting again. He needs his mojo back.' It's hard to imagine McGregor taking Lobov's advice, as he's recently called Lobov a 'rat.' 'This is a different Conor," Lobov says. "I don't even recognize him.' Still, Lobov believes if McGregor rededicates himself, it won't be long before he books the rematch he's craved since 2018. If McGregor returns to the UFC and secures himself a knockout win, then Lobov is convinced it would lure Nurmagomedov back to the sport too. 'Khabib would come back for that fight,' Lobov says. 'The whole world would be talking about [their rematch]. That would be a comeback fight for the ages.' Though Lobov is resigned to the change in McGregor, he appears to still hope that he changes back. 'I want to see the old Conor back,' Lobov says. 'Then, everything will be sweet between us.'
Yahoo
3 days ago
- Business
- Yahoo
Artem Lobov opens up on fractured relationship with Conor McGregor, multimillion-dollar whiskey war
Artem Lobov delivered a surprising message for Conor McGregor on Tuesday despite their ongoing multimillion-dollar whiskey war. Lobov was once as vital to McGregor's camp as head coach John Kavanagh. The two weren't just sparring partners who bloodied each other in Dublin's Straight Blast Gym. They were brothers. 'We always had each other's back,' Lobov told Uncrowned's "The Ariel Helwani Show." 'I showed him unmatched loyalty. Who was more loyal to him than I was? I did everything for him.' That bond shattered over a handshake agreement Lobov says McGregor broke — a promise to give him a cut of McGregor's Proper No. Twelve profits when the whiskey brand was sold. Lobov, who says he turned down payment for years of sparring with McGregor, claims he co-founded the product. He researched the market, convinced McGregor to ignore calls for a premium release that would have priced out the working man, and spotted the gap for an affordable bottle instead. He claims he also fought against an 'option' deal that capped profits far below market value — a move he says would've cost McGregor millions. According to Lobov, McGregor shook his hand and guaranteed him 5% 'no matter what.' And so, when Proxima Spirits bought the brand for $600 million, McGregor reportedly received $130 million. Lobov feels he should have received a $6.5 million share. The arrangement had worked before. Lobov says a TV deal he set up for McGregor paid far more than expected, and McGregor rewarded him with a 233% bonus. 'Whenever we did camps, I was the only one who never accepted a cent,' Lobov said. 'I'd say, 'Conor, I'm not taking this. You're my brother.'' But with Proper No. Twelve, he says the betrayal cut deeper. 'I put the biggest piece of meat on Conor's table and he wouldn't cut me a tiny slice so my family could eat,' Lobov says. The dispute is now in Ireland's High Court. Lobov is suing for the $6.5 million, with a trial set for December. 'He knows I'm in the right and f***** me over,' Lobov says. McGregor denies the claims. It's not just money Lobov wants. He wants acknowledgement. 'They booted me to the side, no recognition, nothing,' he says, accusing McGregor's manager Audie Attar of driving a wedge in their friendship. 'I want to show who was a true and loyal friend, and who was a snake.' The feud resurfaced during Lobov's Tuesday appearance on Uncrowned, where he also announced a long-awaited return to fighting — his first professional MMA bout since 2018. 'Seven years in the making,' he wrote Monday on social media, alongside a poster for his return match with Zubaira Tukhugov. 'Time to get revenge.' Lobov had turned down offers to fight before, he says. He wasn't interested unless the purse was big or the opponent was right. But PFL executive Mike Kogan had that opponent ready for him, and so they agreed to a swift, one-fight deal. Lobov will fight Tukhogov in Dubai at a PFL event on Oct. 3. Their history runs back to 2018, when former UFC lightweight champion and fierce McGregor rival Khabib Nurmagomedov confronted Lobov over comments he made while defending McGregor. 'If somebody called your friend a chicken in Russia, it's more severe … you'd respond,' Lobov says. It escalated when Nurmagomedov cornered Lobov a second time — this time with 'a gang of people.' Tukhogov was there, backing Nurmagomedov up, screaming, 'Let's go, one-on-one,' Lobov says. The UFC almost booked a bout between Lobov and Tukhogov, but canceled those plans after the Nurmagomedov vs. McGregor feud exploded into one of the most volatile in UFC history. Lobov says Tukhogov has 'never looked that brave' in the cage, accusing him of relying on wrestling and 'tapping out' under pressure. Outside the cage, though, Lobov points to his opponent's powerful connections in Russia — alleged ties to controversial Chechen leader Ramzan Kadyrov — which make a street fight a foolish proposition to accept. 'Who wants that? Let's do it like real men, one-on-one … let's get in the cage and settle it like professional fighters,' Lobov says. Seven years later, they will. Meanwhile, Lobov's old friend McGregor has his own fights ahead of him. He's teased a political run in Ireland — something Lobov thinks should be postponed. 'He needs to stop messing [around], get back into the gym, and get fit,' Lobov says. 'The way forward is grappling. Just grapple. It's fun, it'll get your body ready for fighting again. He needs his mojo back.' It's hard to imagine McGregor taking Lobov's advice, as he's recently called Lobov a 'rat.' 'This is a different Conor," Lobov says. "I don't even recognize him.' Still, Lobov believes if McGregor rededicates himself, it won't be long before he books the rematch he's craved since 2018. If McGregor returns to the UFC and secures himself a knockout win, then Lobov is convinced it would lure Nurmagomedov back to the sport too. 'Khabib would come back for that fight,' Lobov says. 'The whole world would be talking about [their rematch]. That would be a comeback fight for the ages.' Though Lobov is resigned to the change in McGregor, he appears to still hope that he changes back. 'I want to see the old Conor back,' Lobov says. 'Then, everything will be sweet between us.'
Sunday World
18-06-2025
- Entertainment
- Sunday World
Conor McGregor punches partygoer to the ground in Ibiza dancefloor altercation
The 36-year-old is seen in conversation with a man before putting his arm around his shoulders and then hitting him with his left hand while holding a glass of alcohol in his right Footage obtained by The Sun shows the moment McGregor decks the reveller Conor McGregor has been seen punching a partygoer to the ground on the dancefloor of Ibiza's exclusive Pacha club in a shocking moment that was caught on camera. Footage obtained by the Sun appears to show the Dubliner decking the person with two blows in the incident in the early hours of Tuesday morning. The 36-year-old is seen in conversation with a man before putting his arm around his shoulders and then hitting him with his left hand while holding a glass of alcohol in his right. The former UFC featherweight and lightweight champion then takes another shot as the man stumbles to leave the reveller on the floor. According to reports, McGregor carried on partying at the venue while the man who had been punched was thrown out. The incident followed a boozy day session for McGregor who had earlier been pictured dancing with former glamour model Katie Price. Donning red shorts, a cap and sun glasses while puffing on a cigar, McGregor and Price celebrated at a wild day time party at Wayne Lineker's famous O Beach club. Footage obtained by The Sun shows the moment McGregor decks the reveller News in 90 Seconds - June 18th Price posted a picture of the pair on her Instagram page with the caption: 'You legend', after McGregor tagged her in his own story and said: 'Forever'. The 36-year-old was also seen hanging out with Spurs star Kevin Danso who posted a picture of the disgraced MMA fighter on his Instagram. McGregor had earlier been pictured partying with Katie Price This is not the first time McGregor has been in an altercation in Ibiza having stamped on a fan's hat after a teenager threw it towards him as he celebrated his 34th birthday in July 2022. And in 2019, the former MMA fighter sucker-punched a 50-year-old man in Dublin after the customer declined a shot of McGregor's own-brand whiskey. The fighter had been offering customers shots of his whiskey, Proper No Twelve at the Marble Arch pub in April that year. Desmond Keogh, who was seated at the bar, had refused the offer when he was suddenly punched by McGregor who was fined €1,000 over the incident. In an interview with ESPN in August 2019, McGregor acknowledged he was 'in the wrong' and that the altercation was 'not who I am'. "That man deserved to enjoy his time in the pub without having it end the way it did," McGregor said at the time "I tried to make amends and I made amends back then. But it doesn't matter. I was in the wrong. "I must come here before you and take accountability and take responsibility. I owe it to the people that have been supporting me." McGregor who has not fought since he broke his leg against Dustin Poirier in the summer of 2021, was scheduled to make his long-awaited return to the octagon in June 2024 against Michael Chandler at UFC 303. However, the bout was scrapped after McGregor injured his toe in training.
Forbes
17-06-2025
- Business
- Forbes
Why Proper No. Twelve Released A 13-Year-Old Single Malt
Proper No. Twelve 13-year-old single malt. The bottle indicates it is Limited Release No. 01, hinting at future limited releases by the popular Irish whiskey brand. 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.
Sunday World
18-05-2025
- Sunday World
McGregor whiskey trial deferred after former friend comes across new information
Millions of euro are at stake in high-profile trial over Proper No Twelve The trial of a multi-million euro lawsuit taken against Conor McGregor by his former friend and sparring partner Artem Lobov over the creation of a whiskey brand will not now go ahead next week. An eight-day High Court case was due to get under way on Tuesday. But that date was vacated yesterday by Mr Justice Brian Cregan after lawyers for Mr Lobov said their client wished to amend his pleadings. The eleventh-hour intervention came after Mr Lobov came across new information and wished to change the date he believed an alleged oral agreement with Mr McGregor had been discussed. While Mr Lobov's side wished to go ahead with the trial as scheduled, following an objection from lawyers for Mr McGregor, they consented to the trial date being vacated. The court will now hear an application to change details in the plenary summons and statement of claim next Wednesday. It is unclear when the trial might now take place. Millions of euro are at stake in the case, which was set to be heard just six months after another high-profile civil action involving Mr McGregor. Dublin hair stylist Nikita Hand was awarded close to €250,000 in damages last November after her successful civil rape case against the former UFC champion. Mr McGregor is appealing the outcome and is seeking a retrial. Mr Lobov (38), a mixed martial arts fighter known as 'The Russian Hammer', claims to have been the initial creator and co-founder of the whiskey that became Proper No Twelve. He alleges Mr McGregor (36) reneged on an oral agreement to pay him 5pc of proceeds from the sale of the whiskey brand. The claims are disputed by Mr McGregor. In legal filings, Mr Lobov said he accepted the alleged offer made by Mr McGregor while they were in a gym in Dublin in September 2017, and that there were three others present when this occurred. But his counsel Andrew Walker SC told the court yesterday that his client had discovered an old phone 'which gave him further clarity on the date' and Mr Lobov now said the oral agreement was reached within a six-day period in October 2017. Mr Walker sought leave to bring a motion for the amendment of the pleadings, to change the date of the alleged agreement. Were the court to side with Mr Lobov, Mr McGregor could be ordered to pay him close to €6m Shelley Horan BL, for McGregor, said if the application was made, her side would not be in a position to go ahead with the trial on Tuesday. 'We have a number of witnesses lined up to meet a particular type of case, which would change if the amendment is granted,' she said. Ms Horan also said her side's discovery requests had extended only to the end of September 2017. Mr Walker said the amendment would not change things because there was no memo of the agreement. However, Mr Justice Cregan said he was 'not impressed'. 'It is quite clear the defendant is prejudiced by this application. Whether it is successful or not successful, your witness is now going to give evidence about a completely different date and the defendant needs time to prepare its defence for that date,' the judge said. Mr McGregor is reputed to have been paid $130m (€116.1m) when he and two other shareholders subsequently sold their stakes in the whiskey to Proximo Spirits, owners of Jose Cuervo tequila, for a reported $600m in 2021. Were the court to side with Mr Lobov, Mr McGregor could be ordered to pay him close to €6m. Mr Lobov claims he suggested in late 2016 that Mr McGregor develop a whiskey Russian-born Mr Lobov, a retired professional fighter with a master's degree from DCU in finance and capital markets, claims he came up with the whiskey brand idea after studying the liquor market in university. He alleges that in a gym, Mr McGregor orally agreed that he would receive 5pc of the proceeds of the whiskey. Mr McGregor later offered to pay him $1m for what he claims was Mr Lobov's 'limited involvement in prior events', but denies any such agreement existed. Mr Lobov refused to take the money. In the proceedings, Mr Lobov claims he suggested in late 2016 that Mr McGregor develop a whiskey and that he was authorised by him to investigate potential deals. Artem Lobov and Conor McGregor News in 90 Seconds - May 18th This, Mr Lobov says, culminated in him identifying West Cork Distillers and Malones Whiskey as potential partners in a deal that would have seen Mr McGregor retain 100pc ownership of the brand and a company incorporated to sell the whiskey, with profits split on a 50-50 basis with the distillers. However, Mr McGregor instead incorporated a company called Éire Born Ventures with sports agent Audie Attar and businessman Ken Austin, which entered a joint venture with Proximo Spirits. At a previous pre-trial hearing, Liam Bell BL, for Mr Lobov, told the court his client's case was that he was, in essence, 'muscled out by the parties and wasn't paid what he was due'. Mr Lobov is suing for the specific performance of the alleged agreement or damages; that is, he wants the court to order Mr McGregor to pay him 5pc of the sale proceeds received by the former UFC champion or to pay damages for breach of agreement, misrepresentation and breach of his economic interests.
