Proximo Spirits, the parent company of Proper 12, announced that they will no longer use Ultimate Fighting Championship (UFC) fighter Conor McGregor’s name or image on the Irish whiskey, according to a report from the Irish Independent.

Conor McGregor’s whiskey brand, Proper 12, is losing shelf space at major retailers, including one of the biggest supermarket chains in the UK and Ireland. The

Proper No. 12 Irish Whiskey has dropped Conor McGregor from branding following a sexual assault ruling earlier this week.