Joe Montana is considered one of the greatest NFL quarterbacks and spent most of his career playing for the San Francisco 49ers in the 1980s, starting and winning four Super Bowl championships with the team. The Hall of Famer is now also the face of a new Ready-To-Drink (RTD) brand called “Double Gold.”

Designed by the creative agency Thirst, Double Gold by Gold Bar whiskey draws inspiration from the opulence of the 1980s, San Francisco, and Joe Montana. The brand identity and packaging utilize a gold and red color palette, similar to that of the NFL team. Joe Montana is depicted on the Double Gold cans, along with his signature in white, reminiscent of an autographed piece of sports memorabilia. A red-white-red stripe goes across the top of the cans, a nod to Montana’s varsity jacket.