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Is this something he serves at his restaurant and it's now going retail?

I just got a notice from Binny's that "Da Coach" will be visiting their Highland Park store for the kick-off of his new line of wines.

Is it beer-flavored? Can't really envision the Soldier Field crowd moving over to wines as their beverage of choice during a Bears game. Imagine them toasting a touchdown instead of spilling beer.

Seeing the tousle-haired Ditka caricature stamped in gold beneath an elegant MD on the dark lable made it clear, however, that they are least trying to look like real wine.

I can't find the full version of the video (it got taken down from pretty much every site that had it), but I can't think of Ditka without thinking of The Grabowski Shuffle (youtube)

The song starts about 15 seconds in.

Wow -- is that strange. What does it mean?

Amid slumping sales over the last year, Chicago football legend Mike Ditka is relaunching his line of wines.
The new Mike Ditka Wines, which will replace the spirits the former Bears coach has lent his name to since 2006, will include eight labels, each a tribute to an aspect of his famed career.
There's "The Player" (merlot and pinot grigio), "The Coach" (cabernet sauvignon and sauvignon blanc), "The Hall of Famer" (pinot noir and chardonnay), "The Icon" (cabernet sauvignon) and "The Champion" (red wine blend).
After six years in the portfolio of California-based Mendocino Wine Company, Mr. Ditka has now teamed up with Lake Bluff-based Terlato Wines International to develop a totally new wine and help improve its distribution, which hasn't gone far beyond his restaurants and a handful of local beverage depots.