Conor McGregor Channels Steve Jobs In Video Launching Proper No. Twelve Irish Apple Whiskey

McGregor hyped his Apple-flavored whiskey after the UFC announced his long-awaited return to the Octagon vs. Michael Chandler.

UFC superstar and entrepreneur Conor McGregor debuted his Proper No. Twelve Irish Whiskey’s new apple-flavored spirit with a video that spoofs legendary Apple founder Steve Jobs.

In the video, a black-turtlenecked McGregor steps onto an empty stage, Jobs-style, and announces his latest whiskey by saying, “Ladies and gentlemen, every once in a while a revolutionary product comes along that changes everything.”

Available nationwide in 50ml, 750ml, and 1L bottles, Proper No. Twelve Irish Apple Whiskey’s tasting notes say that the 70-proof blends fine grain and single malt whiskey mixed with a crisp apple taste and notes of warm caramel, oak, and brown butter, for a smooth finish.

“Since its inception, Proper No. Twelve Irish Whiskey has grown into an industry leader, rivaling 100-plus year-old competitors. Now, we’re looking to do it again with Proper Irish Apple, creating the new gold standard in the flavored whiskey category,” said Lander Otegui, Chief Marketing Officer for Proximo Spirits, parent company of Proper No. Twelve Irish Whiskey.

Priced at a suggested $25 a bottle, Proper No. Twelve Irish Apple Whiskey is available at select retailers, Drizly, and Reserve Bar.

The Irish Apple video is the latest cheeky marketing clip since Proper No. Twelve announced it was hiring a “Professional Partier” last September–not long after McGregor was filmed tooling around in his new Lamborghini speedboat.

And for UFC fans awaiting McGregor’s return after a nearly two-year layoff, the former “double champ” is slated to coach opposite Michael Chandler on The Ultimate Fighter TV series before meeting in the Octagon themselves at a date that’s yet to be determined.

The next season of The Ultimate Fighter debuts May 30 on ESPN.