Conor McGregor dumped by Proper No. Twelve Whiskey, multiple UK retail giants in wake of sexual assault verdict

The fallout from Conor McGregor's sexual assault verdict continues to mount.

Multiple retail giants in the United Kingdom and Ireland on Tuesday announced they were dropping any products related to the former UFC two-division champion following the Dublin court verdict that found McGregor liable for sexual assault against Nikita Hand.

Musgrave — a retail conglomerate that includes UK and Irish brands SuperValu, Centra, Daybreak and Mace, among many others — issued a notice to store operators delisting all brands associated with McGregor, including McGregor's famed Proper No. Twelve Irish Whiskey and Forged Irish Stout beverages.

Retail giants Tesco, Costcutter and Carry Out also joined in dropping all products related to McGregor.

In addition, Proper No. Twelve Irish Whiskey announced Tuesday that it no longer intends to use McGregor's name or likeness in its marketing.

“Since 2021, Proximo Spirits has been the 100pc owner of Proper No 12 Irish Whiskey,” the company told the Irish Independent in a Tuesday statement. “Going forward, we do not plan to use Mr. McGregor’s name and likeness in the marketing of the brand.”

As of this writing Tuesday afternoon, the official website for Proper No. Twelve Irish Whiskey appears to have been taken down.

Tuesday's flurry of news follows Monday's announcement from video game developer IO Interactive that the company has cut ties with McGregor "effective immediately" and has removed content featuring the former UFC champion from its video game "Hitman: World of Assassination."

McGregor was found liable for sexual assaulting Hand in a Dublin hotel in 2018. He has been ordered to pay Hand a total of €248,603.60 ($261,246.63) in damages as a result of Friday's verdict.

Cliona Saidlear, the executive director of Rape Crisis Center Ireland, called for a boycott of McGregor's alcohol brands following the verdict.

A solidarity march for Hand took place Monday in Dublin's city center.

McGregor, 36, has not competed in the UFC since a July 2021 loss to Dustin Poirier, during which he suffered a broken leg.

UFC has yet to comment on McGregor being found liable for sexual assault.