Conor is the owner of the brand and the chairman and what not on paper, but this has a big company behind it- Grupo Cuervo, who owns Bushmills, Jose Cuervo tequila, Kraken rum and other tens of brands.
I doubt the product has much to do with Conor. The whiskey is produced at Bushmills, the blend is made by a professional master distiller- David Elder from Guinnes, the distribution is handled by Proximo, also owned by Grupo Cuervo.
This is far from amateur hour, the product is what it is because Cuervo wants it to fill a certain market position at a certain price point. Conor's just a name, really.