| Brand Short Description | Triple-distilled, bourbon-barrel-aged, unbelievably smooth |
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| Brand Long Description | Proper No. Twelve® is a triple-distilled blend of fine grain and single malt that is bourbon-barrel-aged. The whiskey embodies a spirit of brotherhood, loyalty and hard work. So, for every bottle sold, a donation is made to local first responders world-wide. |
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| Variant Short Description | Triple-distilled, bourbon-barrel-aged, unbelievably smooth |
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| Variant Long Description | Proper No. Twelve® Irish Whiskey is a triple-distilled blend of fine grain and single malt that is bourbon-barrel-aged for 4 years. The spirit is unbelievably smooth with notes of vanilla, honey and toasted wood. It is friendly, straightforward and is best enjoyed with ginger ale or on the rocks. (40% ABV – 80 proof) |
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| Mandatory Legal Language | Proper No. Twelve® Irish Whiskey, A Blend. 40% Alc./Vol. (80 proof). ©2026 Eire Born Spirits, properwhiskey.com. Please drink responsibly. |
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| Tasting Notes | - Color: Clear golden liquid
- Aroma: Baked apple with a touch of honey and notes of sweet ripe berries
- Flavor: Smooth and approachable with vanilla, honey and toasted wood
- Finish: Warming creamy toffee notes
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| Feature Bullet 1 | Proper No. Twelve: Triple-distilled blend of fine grain & single malt. Bourbon-cask-aged for 4 years |
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| Feature Bullet 2 | Perfect Serve: On the Rocks & in Mixed Drinks: It mixes well with ginger ale. |
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| Feature Bullet 3 | Make Proper No. Twelve® your #1 Shelf, Display & Promotional Priority & grow your sales faster |
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| Feature Bullet 4 | Smooth, approachable taste of vanilla, honey & toasted wood. Warming, creamy finish with toffee note |
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| Feature Bullet 5 | Millions donated: Donations made to local first responders world-wide from every case sold |
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| B2B Brand Description | Jumpstart your Irish Whiskey sales with its #1 growth brand Proper No. Twelve |
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| B2B Variant Description | Proper No. Twelve: Triple-distilled blend of fine grain & single malt. Bourbon-cask-aged for 4 years |
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| B2C Variant Description | Triple-distilled, bourbon-barrel-aged, unbelievably smooth |
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| Brand Statement/Slogan | Embodying the spirit of brotherhood, loyalty & hard work. |
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| Brand Tasting Note Statement | Smooth whiskey with notes of vanilla, honey & toasted wood |
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| Brand Origin Statement | Unbelievable smooth blended Irish whiskey |
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| Brand Award Statement | Gold medal winner ASCOT Awards 2023 |
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| Keywords | whiskey, Irish, blended, triple-distill, single malt, smooth, creamy, gold, honey, fruit, vanilla, toast, wood, toffee, brotherhood, friends, St Patrick's Day, party, fun, spring, summer, anytime |
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| Insights Bullet 1 | Proper No. 12® is the #1 growth brand in Irish whiskey. |
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| Insights Bullet 1 Source | Nielsen |
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| Insights Bullet 1 Citation | Nielsen - XAOC + Liquor Plus + Conv/L52 Wks Thru 6/15/2024 |
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| Insights Bullet 2 | Proper No. 12® is the #2 Irish whiskey brand in the 750ml size. |
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| Insights Bullet 2 Source | Nielsen |
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| Insights Bullet 2 Citation | Nielsen - XAOC + Liquor Plus + Conv/L52 Wks Thru 6/15/2024 |
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| Insights Bullet 3 | Proper No. 12 is the #1 growth brand in Irish whiskey over the past 4 years. |
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| Insights Bullet 3 Source | IWSR |
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