Although Conor founded his brand, Proper No. Twelve, in 2017, it didn't hit shelves until 2018. And just three years later, he sold it. The brand's website says Conor and his team have a passion for Ireland, his home country, and whiskey. "He found this at the oldest whiskey distillery on the Isle of Ireland and with his master distiller created a unique and special blend," it reads.

According to CBS Sports, after selling the spirits brand to Proximo Spirits, Conor revealed that this was his plan all along.

"When we started this business with Proximo, we basically laid out, I'll call it certain hurdles, that would allow them to buy pieces of the company over time," Conor's business partner Ken Austin told Shanken News Daily. "We hit a milestone and it gave Proximo the opportunity to own a significant stake."

Even though it's no longer his company, Conor is still the spokesperson for the brand and shows up on its website and ads — but there's no word on how much money he's making from being the face of the company. "Conor is very, very fixated on this being a multimillion-case brand," Ken told Shanken. "I wouldn't count him out ever."