Conor McGregor will no longer be the face of the popular Irish whiskey brand that he helped create. Proper No. Twelve dropped McGregor after he was found liable in a sexual assault case.

Conor McGregor faces backlash as Proper No. 12 drops his name and retailers remove his products after a sexual assault ruling.

Conor McGregor, the one-time king of the UFC and a man who transcended the octagon to become a global icon, finds himself facing a reckoning outside the cage. In the wake of a jury ruling finding him liable for a 2018 sexual assault, Proper Twelve, the Irish whiskey brand McGregor helped build, has cut ties with the fighter.