Professional martial artist and boxer Conor McGregor announced the launch of his new Champ Champ Rosé, produced and sold through his new company: McGregor Vineyards. The brand will debut May 1 on retail store shelves and restaurants throughout Ireland and the United States.
This new business venture follows McGregor’s launch of Proper No. Twelve Irish Whiskey, which has experienced record sales in multiple countries, the company says.
"I am very excited and proud to introduce Champ Champ Rosé to the world," McGregor said in a statement. "People who know me know I am a proper whiskey man through and through, but they also know I enjoy having a glass of Rosé wine on a hot summer's day."
McGregor continued: "Working with one of the finest winemakers in the world who did a great job blending this sublime creation with me was important. I am very proud of the liquid itself and I look forward to tasting it soon with the excellent tasters of Robert Parker Wine Advocate and Marvin Shanken, who I understand is a wine and spirits guru. I suspect they will rate my new Champ Champ Rosé a perfect 100."
McGregor officially unveiled his new wine during a live event April 1 in Miami. The event featured a 60-second TV ad, which also can be found on McGregor’s Instagram account @thenotoriousmma. The Rosé brand will be highlighted via social media at @champchamprose and a multi-million dollar TV and digital media campaign will begin May 1, the company says.