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.

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.

Proper No. Twelve Whiskey will not use Conor McGregor’s name or image after an assault verdict. Retailers are also removing his branded drinks.