| 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 | Proper No. Twelve Irish Apple is a blend of Proper No. Twelve Irish Whiskey with a sweet, tart Irish apple punch that’s smooth to the core. |
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| Variant Long Description | Proper No. Twelve Irish Apple is a blend of Proper No. Twelve Irish Whiskey with a sweet, tart Irish apple punch that’s smooth to the core. It is friendly, straightforward and is best enjoyed straight due to its crisp, fresh Irish apple finish. (35% ABV – 70 proof). |
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| Mandatory Legal Language | Proper No. Twelve® Irish Apple. Irish Whiskey with Natural Apple Flavours. 35% Alc./Vol. (70 Proof). ©2026 Eire Born Spirits, properwhiskey.com. Please drink responsibly. |
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| Tasting Notes | - Color: Golden Amber
- Aroma: Sweet cider lightly touched with caramel, oak and browned butter
- Flavor: Cooked apples and honey sweetness balances oak barrels and crisp green peel notes
- Finish: Granny Smith apples fade from bright and acidic, mellowing into dark cidery tones with brown sugar and smooth whiskey
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| Feature Bullet 1 | Proper No. Twelve Irish Apple won Best Flavored Whiskey 2023, International Whiskey Competition |
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| Feature Bullet 2 | Friendly, straightforward & best enjoyed straight due to its crisp, fresh Irish apple finish. |
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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 | Flavor: Cooked apples & honey sweetness balances oak barrels & crisp green peel notes |
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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 | Irish Apple is a blend of Proper No. Twelve Irish Whiskey with a sweet, tart Irish apple punch |
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| B2C Brand Description | A whiskey tribute to Crumlin, Dublin 12 origins: brotherhood & loyalty |
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| B2C Variant Description | Irish Apple is a blend of Proper No. Twelve Irish Whiskey with a sweet, tart Irish apple punch |
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| Brand Tasting Note Statement | Cooked apples & sweet honey balances oak barrel & peel notes |
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| Brand Origin Statement | Unbelievable smooth blended Irish whiskey |
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| Brand Award Statement | Multiple Gold medals won in competitions |
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| Keywords | whiskey, Irish, apple, gold, tart, fresh, sweet, distilled, aged, smooth |
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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® Apple was the #1 innovation in Irish whiskey in 2023. |
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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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