BOXING CHAMPION FLOYD MAYWEATHER IS READY TO MAKE GOOD MONEY WITH LATEST VENTURE: THE START OF GOOD MONEY WHISKEY AND CHAMPAGNE BY LE BON ARGEN.
BY LAURA SCHREFFLER
PHOTOGRAPHY ROBERT JOHN KLEY
Floyd Mayweather Jr.’s gloves are on and his sleeves are rolled up. An undefeated professional boxer is throwing his weight behind a new kind of business: spirits.
Late last year, the 47-year-old debuted his Good Money whiskey range and champagne brand Le Bon Argent. The former collection includes two Canadian whiskies: a five-year-old blended with notes of caramelized apple, tropical fruit and a hint of spice, and a 10-year-old rye with a complex palette of sandwich, spice. and vanilla, with a citrus finish. Meanwhile, Le Bon Argent (which literally means “good money” in French), from the Epernay and Les Riceys regions of Champagne, also currently has three iterations. Its traditional brut is suggestively light and toasty with a bit of snappy acidity, layered with fresh white cherries, green apples and lemon and vanilla. Meanwhile, its premium brut is an elegant, crisp and fresh cluster of green apple, lemon and grapefruit, with additional flavors of brioche, toast and talc, made from Chardonnay, Pinot Noir and Pinot Meunier grapes. Last but not least, fresh strawberries, raspberries, talc, savory herbs and violets, carefully framed around a delicate cream note, give it Rosé’s crisp acidity, silky mousse and long finish.
But that’s not all on Mayweather’s plate or palette. A boxer who officially retired in 2017 with an undefeated record that includes 15 major world titles and a championship in four different weight classes, a bronze medal at the 1996 Olympics, three Golden Glove titles and a US National Featherweight Championship. as well as a place in the International Boxing Hall of Fame, will return to the ring this month for a rematch against John Gotti III in Mexico City. With Mayweather being one of the most lucrative pay-per-view attractions in history, it’s worth watching.
We sat down with Mayweather ahead of his bout to talk about life lately, his eager new venture and why he’s not a bit worried about his rematch with Gotti.
What made you decide to launch both a whiskey and champagne brand?
I’m interested in growth, and I know the alcohol industry will be around long after I’m gone—and continue to build generational wealth. My business partners James McNair and Renee Esebag came to the table with a great game plan and I pushed the button and said let’s do it. I know our brands are game changers. We are not making another celebrity brand. I provide consumers with a top shelf, highly valued product that is competitively priced. Product and packaging matters. The quality of Le Bon Argent champagne and Good Money whiskey is a reflection of me and my team.
Why Canadian whiskey in particular?
Good Money Management and my team looked at several areas and focused on US market size and market growth: essentially consumers demand. We simply didn’t want to be like everyone else and another Kentucky Bourbon out there. I think outside the box and that’s why my career went the way it did. As an entrepreneur and promoter, I also looked at the numbers. The Canadian whiskey category is a six billion dollar market in the United States. I saw an opportunity for consumers to grow by trying something different that isn’t overpowering like an American, Irish or bourbon whiskey. Good Money Management found the right manufacturing partners for cooperation. They understood our vision and my commitment to deliver a smooth and reasonably priced product. Again, the product must sell itself. That’s key with our customers and our distributor, Southern Glazer’s Wine & Spirits.
How did the Good Money launches come about? Tell us how and why you decided to launch, why now and why Canadian whiskey and champagne?
Again, it starts with having a great team around me; building an empire together – because I can’t do it alone. I have the best distribution partners at Southern Glazer’s Wine & Spirits. I am grateful for each and every one of my team and I just want to say, thank you; I appreciate you. Our Good Money leadership team has really created a foundation to build on: we launched in 10 states in eight months, and as we expand and grow the brand and business, I get to know my fans and core customers. There is a lot of vodka and tequila on the market. Champagne celebrates life’s moments, big or small. The purpose of whiskey is to give people something that goes well with steaks, cigars or just [having] a nice drink to relax at the end of the day.
How far will you go to promote brands? Where are you going to take them?
In everything I am involved in, I am practical. I’m self-made. I’m not saying I didn’t have a great team with me, but I didn’t have a big brand like Nike behind me. I branded myself and TMT as well. I know what it takes to take things to the next level. I support our brand and customers with bottle signings, distribution launches, and meet and greets in every state where we launch. You can see that Good Money whiskey and Le Bon Argent will soon become global brands.
You’ve been promoting the brands pretty heavily so far in Las Vegas. Why Vegas?
Well, I live in Las Vegas, and it’s also the entertainment capital of the world. Before anyone becomes great, it usually starts with where they come from. So when the world sees the support of our own people, the rest will follow. Las Vegas has supported me for many years and alcohol sells crazy numbers every year [here].
What are the places in Vegas that are correlated with a
“luxury lifestyle”?
The girl collection, of course. There are also several different nightclubs and restaurants to match the luxury of our brands [like] Eight Cigar Lounge at Resorts World, Clique Bar & Lounge at Cosmopolitan and [off-Strip spots like] Jing and Primal Steakhouse. Vegas itself is all about luxury.
In what ways do you live in luxury? Cars, planes, watches, fashion, etc.?
I have lived a life of luxury for almost 30 years. I was young with fly clothes and cars and houses and jewelry. I’m known to live a high-profile lifestyle [of my fame]so people expect nothing but the best from me.
One thing I hear from a lot of celebrity liquor brand owners is that they didn’t realize how much work it would take, how much blood, sweat and tears it would take. These are not unfamiliar concepts to you. Are you ready? Did you know how much work it would take?
I am no stranger to hard work and dedication. We are a new brand and I know it will take a lot to grow. It requires a lot of traveling, touching people and marketing. I will continue to do what it takes to take our brand to the next level.
How did you celebrate after a match in the past?
I would get together with my friends and family and just be surrounded by love. When I was competing at a high level, there was a lot of hard work in the training camp. I don’t drink, but a lot of people around me do, so just seeing them having a good time made me happy. I’ve always provided the drinks and entertainment back then, and the only difference now is that we’re celebrating together with my own brands.
Are you going to celebrate after the match in Mexico? If so, how?
I’m pretty sure my team and I will find something to do. We’re definitely going to pop Le Bon Argent and Good Money whiskey.
What do you think about this match against John Gotti III? Are you nervous? Are you ready? How have you prepared?
I’ve been here before [and I’m not] really think about it. This is what I do. I’m going to have fun and entertain people in Mexico and put on a great show.
Is winning the only option? If so, why?
I have worked very hard for the last 40 years, so winning is the only option. It’s Olympic time, and when I didn’t win a gold medal while competing, I told myself I’d never feel it again.
What do you think is the biggest challenge in your life?
My biggest challenge would be to make sure that all my brands are successful, that the people around me are entrepreneurs, and that my children and grandchildren do the right thing.
What do you think has been your greatest achievement?
[There are] too many to count. Family matters. Building a legacy. Creating generational wealth. Apparently 50-0. I could go on. I’m happy that I survived, I’m happy that I got out of the boxing game healthy, and I’m happy that I’m living my life to the fullest.
What is the greatest luxury in life for you and why?
One of the two greatest luxuries in life is health. i keep saying it. Your health is your wealth and too many people take that for granted. Another luxury would be family: I love my children and my grandson and that’s why I do everything.
What is the biggest compliment anyone can give you and why?
That I’m a great person. Not a boxer, not a businessman. My heart is always in the right place and I’ve done so many amazing things that don’t get recognized because of how I’m portrayed.
MEET THE GOOD MONEY TEAM
RENEE ESEBAG
Known for her ability to create meaningful branding and licensing strategies for her clients, Renee Esebag began her career as a model. After taking his interest in business off the proverbial runway, he was able to channel his skills into the beverage and spirits industry in 2014. With over ten years of experience, he has built strong relationships with distributors and suppliers. within the industry. As an independent entrepreneur, he succeeded in 2022 when he became the COO and founding partner of Good Money LLC. He has been the driving force behind the brand by securing exclusive sales rights with Southern Glazer’s Wine & Spirits.
JAMES MCNAIR
As Mayweather Jr.’s trusted advisor, James “P-Reala” McNair has been instrumental in building one of the most recognizable personal brands in sports. He is currently a minority shareholder of Good Money LLC. McNair has more than a decade of experience in brand consulting and business management. He co-founded The Money Team with Mayweather in 2011. This global sports, entertainment, apparel and lifestyle company has become an asset that empowers individuals to seize opportunities in today’s marketplace. McNair holds several key titles including CEO of High Roller Ent., CEO of P-Reala ProMotions and CEO of TMT. His influence spans several fields, including NASCAR, where he is part owner of TMT Racing; he is also a consultant for the betting app Betify and is responsible for cooperation with major media companies such as HBO, BET, Showtime and CBS.
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