"Proper" is a term we use in Ireland
If we say something is "legit".
And 12 is the district I come from
Dublin 12 - a small little district
full of blue-collar hard-working people.
It is also home to the largest children's hospital.
In the country of Ireland.
So everyone in Ireland
has a relationship with Dublin 12
and I wanted to pay homage to where I came from,
Where I learned the values of hard work,
where I learned loyalty, where I learned how to fight.
And I wanted to pay back and place the name on my logo -
Proper №12, Irish whiskey.
Our first responders are our true heroes.
They are proper heroes.
They are the people who run into buidlings
as we are running out.
So it was only right for me
to give back to these great people.
And, yes, we donate off of every case sold.
So it's a major operation to do that as well.
It is more and more that these men and women,
they serve us, they protect us.
They deserve the world and more.
6 years ago I was a young Irish kid.
working on the buidling sites of Ireland.
I was working as an apprentice plumber.
First of all,
I'm doing what I love.
I love to compete, I love to fight,
I love style and I love Irish whiskey.
We used to have a day - Arthur's Day
We should have more days.
We should celebrate more days.
For some reason Arthur's day was stopped.
And I mean, now that - since I've been here
for Saint Patrick's week, here in the U.S.,
In Ireland we celebrated Saint Patrick's Day.
But here in the U.S. they celebrate St. Patricks's week.
Let's start adding more holidays.
Let's start celebrating more.
Celebrate where we come from.
Celebrate our surroundings.
That is the key to success.
You must celebrate where you come from.
Be proud of where you come from.
I've had such a crazy journey.
I was in the Boston Bruins locker room.
They sent me in to help fire them up.
And I was like:
"Nothing heroic gets done."
And this is my thought
on the first responders situation. That I'm involved in.
I was like: "Nothing heroic. Heroes are not born
unless they have a good, solid support network.
You know, heroes are born through support,
through unity, through guidance and help.
And you know the more we support each other,
the more we unity, the more we lift each other up,
the more we celebrate where we come from,
the more heroic things happen.
The more heroes are born."
That's my thinking of it.
It's a passion of mine the clothing game.
I have my own line - August - McGregor.
We're deep in it. We're on our second drop now.
We're building... We're steady building the line.
Again, starting at the foundations.
Approach and keep a beginner's mind, and rise up.
And that's what I've done with this (The Whiskey),
That's what I've done with my clothing.
Obviously, that's what I've done with the fighting.
You approach everyday in the gym as a beginner.
If you look at people who go to
like, the beginners at in a gym,
they always make the biggest leaps.
and then they always - it kind of filters out a little bit,
the progress slows down.
You approach something with a beginner's mind,
ask questions, think a lot,
learn from anything and everything,
like a beginner, and you grow quicker,
you learn quicker. So that's what I'm trying to
do with everything I'm doing.
I've fought a lot
I've never pulled out of contests.
You know, I've gone through some crazy injuries
and crazy external situations that
many men would sprint for the hills
if it happened to them but I stood firm.
and done my piece for the company.
So I'm in a position now, there a lof of -
Like I said, this whiskey is my baby.
I have a lof of great entities.
I don't neccesarily need to fight.
I'm set for life. My family is set for life.
We are good. But I'm eager to fight.
You know, so we'll see what happens.
I'm just staying ready.