This is not a good representation of some of the great Irish whiskeys out there, and was clearly designed as a mass market product, to be consumed in high volumes and deliver huge returns.
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This is evident from the story of the whiskey itself. There is little attempt to tie McGregor to whiskey, beyond the tiger with a crown on the label. Celebrity-endorsed spirits are growing more and more popular; some are spectacular and date back to well before celebrity endorsements became a thing, others are clearly made with no vision beyond a quick cash-out, and sadly, Proper No. Twelve is the latter.
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If you want an affordable Irish whiskey, stick to Jameson or Tullamore Dew. Those are just as smooth and easy, Jameson is even cheaper, and offers more balance, complexity and an overall better drinking experience. For more premium and complex expressions look at Teeling, Green Spot or Redbreast.
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