Entering $186.4 Billion Industry Against Michael Jordan & More, Ex-Celtics Star Announces New Venture

This ex-Celtics star already did the slam dunk—now he’s eyeing spirits. While many ex‑players chase TV contracts as analysts or broadcasters (think Charles Barkley), and others buy into teams like Magic Johnson and Dwyane Wade, the “Human Highlight Film” poured his focus into bourbon. The alcoholic beverage industry is a popular choice for many retired NBA stars. The industry, which by this year would reportedly be $186.4 billion in the US market.

Unsurprisingly, legends like Michael Jordan have been involved in this industry. And the most recent name to make his debut? Former Boston Celtics star Dominique Wilkins. Fortunately, he won’t be competing directly with His Ariness as MJo launched his Cincoro tequila in 2020, joining other athletes‑turned‑distillers while Nique has come up with limited-edition whiskey. However, this is still a head-on collision for Wilkins with fellow NBA great Scottie Pippen, who entered the bourbon scene back in 2021 with his brand Digits. This time, their rivalry unfolds far from packed arenas—in a $20 billion American whiskey market that continues to grow.

The news of Wilkins’ new venture surfaced through an article by The Manual, which shared details about his collaboration with Old Fourth Distillery (O4D) to launch Nique’s Batch. Now, this isn’t just any bourbon—it’s an 8-year-old, small-batch release that taps into the spirit of Wilkins’ Atlanta roots. And yes, it’s as exclusive as it sounds.

O4D crafted just 1,982 bottles, honoring Dominique Wilkins’s 1982 debut season. Each one is bottled at 105 proof, which means they contain 52.5 percent alcohol by volume, promising a strong, distinctive sip. However, it’s not just about the taste. The design itself tells a story. The bottle is dressed in a rich red label echoing his Hawks era, stamped with his iconic #21. Tucked inside is a miniature “rookie” trading card, a nostalgic treat for longtime fans.

Buffered by Atlanta summers, another rarity, Wilkins insisted on heat‑aging for authentic Southern character. According to whiskey expert Fred Minnick, Wilkins was adamant about one thing: he wanted a “real” whiskey that “you can taste and say, ‘Yeah, that’s Atlanta’.” And it’s not just a vanity label—Wilkins took part in the tasting and blending, making this a true passion project.

US PRESSWIRE Sports-Historical Feb 4, 1988 Seattle, WA, USA: FILE PHOTO Atlanta Hawks forward Dominique Wilkins 21 prior to the game against the Seattle Supersonics at the Center Coliseum. Seattle Washington UNITED STATES, EDITORIAL USE ONLY PUBLICATIONxINxGERxSUIxAUTxONLY Copyright: xUSAxTODAYxSportsx 5329946

Nique’s Batch made its debut in May 2025 at a retail price of $79.99 for a 750 ml bottle. It first hit shelves across Georgia through United Distributors, with online sales expanding to nearly 45 states via ShortbarrelBourbon.com and O4D.com. So what makes this a direct challenge to Scottie Pippen’s Digits?

Both stars have leaned heavily into their basketball legacy. Dominique Wilkins’ bourbon name plays off his well-known nickname and team colors, while Pippen’s Digits takes its cue from his jersey number—33—and even features a photo of his handprint on the label. Like Nique, Pippen was hands-on too, sampling mashbills and labeling bottles himself to ensure the final product reflected his vision.

And if you’re thinking there’s some old NBA camaraderie that might keep this rivalry friendly, don’t count on it. Wilkins has been candid about his dynamic with Pippen. Were they ever friends? Let’s just say, Wilkins put that question to rest loud and clear.

Dominique Wilkins revealed why he couldn’t be friends with Scottie Pippen

If you grew up watching NBA basketball in the late ’80s and early ’90s, you witnessed some of the greatest rivalries in the sport. Dominique Wilkins and Scottie Pippen were at the heart of many of those battles, both standing out as two of the best forwards of their era. This developed a sense of mutual respect between them. However, this mutual respect never blossomed into a friendship.

It was during an appearance on Jaxxson Podcast that Wilkins was asked directly if he and Pippen ever shared a bond off the court. His answer gave a glimpse into the mindset of NBA stars from that time. While he praised Pip’s talent and spoke highly of him, Wilkins admitted that the competitive nature of the game kept them at a distance. In the episode, Wilkins explained why they never socialized off‑court.

“We were competitors, and I have a lot of respect for Scottie. Scottie was a super player. So we have a lot of respect for each other. Now we ever hung out or stuff like that? We didn’t do that kind of stuff cuz we didn’t want another great player to get that close to us,” he said.

Wilkins’s stance wasn’t unique. At the Hawks’ “A Night with Legends” event in 2020, Hall of Famer Isiah Thomas, who played alongside Wilkins in Atlanta, explicitly debunked the myth that superstars never socialized. Thomas recalled summers spent with Wilkins, George  Gervin, and Magic Johnson, emphasizing that many of that era did forge bonds in the offseason:

“I really don’t remember that time in the NBA where guys hated each other off‑court. I was with Nique every summer, and I was with Magic and George Gervin. We all traveled around and we played.”

Yet Dominique Wilkins kept the competitive edge razor‑sharp. His decision to keep Pippen at arm’s length speaks to a bygone era’s mentality: respect on the scoreboard, distance off it. It’s a fascinating peek into an era when rivalries were intense, and maintaining that edge meant keeping your opponents at arm’s length. Now that Dominique Wilkins and Scottie Pippen are set to compete in the alcoholic beverage industry, it remains to be seen if these legends are driven by similar principles in business, too.

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