On this episode of #ThePlaybook, Ken Austin, co-founder of Proper No. Twelve, shares some insights on:
- [2:00] - Why the lack of competition among Irish whiskeys was the “perfect storm” for launching Proper No. 12
- [5:00] - The Rule of 101 and why he teaches it to as many young people as possible
- [11:44] - Why he believes that millennials understand the importance of happiness better than other generations
- [15:44] - How he went the extra mile to get into the whiskey business with Conor McGregor
