NFL legend Joe Montana is back in San Francisco with a new career update. But this time, it’s not under center as a quarterback. It’s behind a bottle of whiskey to celebrate the history he shares with the San Francisco 49ers.

On Sunday, the Niners’ legend announced a new business move through an Instagram post as he unveiled the Gold Bar Whiskey Retro Edition. Through a paid partnership with the Gold Bar Whiskey, he revealed that the whiskey now celebrates 40 years since San Francisco’s iconic Super Bowl XIX win in 1985.

“We’re celebrating 40 years since the Niners’ 1985 Super Bowl 19 win with this upgraded 85 proof bourbon,” Joe Montana said in the clip shared with the Instagram post.

“Four-grain mash, wine cask finish – a true collector’s bottle. Collect all five limited edition gold jacket koozies with your Retro Edition purchase. Whether you like it neat, on the rocks, or in a cocktail, it delivers. Gold Bar Whiskey, Retro Edition, available now at quality retailers.” 

It was nearly forty years ago that Montana led the 49ers to a dominant 38–16 win over the Miami Dolphins. That Super Bowl at Stanford Stadium even featured his legendary quarterback matchup with Dan Marino. Montana walked away as MVP, as he recorded 331 yards and four total touchdowns in that game. And now, that historic moment for the Niners lives on through Retro Edition whiskey.

The clip that the 49ers legend shared along with his Instagram post further leaned heavily into nostalgia. One scene showed sleek Gold Bar Whiskey bottles resting on barrels with Joe Montana now. The next cut flashed back to a younger Montana in red and gold. The clip showed him dodging defenders, launching passes, and rushing ahead to score a touchdown. 

It felt like traveling in a time machine with Montana through this promo. And honestly, who doesn’t love a good ’80s throwback? That retro feel carries into the Gold Bar Retro Edition Whiskey design as well. The bottle draws inspiration from the gold satin jackets the 49ers wore during that era. And it clearly targets collectors. Montana further broke down the details of the whiskey in the caption of his post. 

“Aged over four years and finished in wine barrels, it delivers a perfectly balanced blend of corn, wheat, rye, and barley,” Montana wrote in the caption of the IG post. “Blend No. 415 pays tribute to San Francisco’s iconic area code and heritage.”

The Hall of Fame quarterback highlighted that the Blend No. 415 of the whiskey pays tribute to San Francisco’s iconic area code. That local touch makes the release feel even more personal. But there’s also a sense of urgency that comes with the release of this whiskey. 

The Gold Bar Retro Edition Whiskey comes in five designs and has a limited supply. So, the 49ers legend encouraged fans to contact local liquor stores or order online. But he also did not forget to close the caption of the post with a reminder: 

“Must be 21+. Stay Golden. Enjoy Responsibly.”

Moreover, Joe is not just celebrating his legacy with the 49ers. He is bottling it with a collaboration with the Gold Bar Whiskey. But there’s much more to this collaboration than just his football legacy.

What’s so unique about Joe Montana’s partnership with Gold Bar Whiskey?

Back in May this year, Joe Montana collaborated with Verizon to launch their $5 billion supplier initiative. It was a collaboration that saw him helping the company boost its venture. But the collaboration between him and Gold Bar Whiskey has been about more than just marketing since 2023. Back in August this year, when Sports Illustrated’s Kicks On SI spoke with Montana about this collaboration, he admitted that it started as something fun. 

“It was something that had a connection to the 49ers,” said Montana. “The other was, I don’t always call myself a whiskey aficionado. But my friend has a crazy 3,000-bottle collection, so I got to taste a ton of things. This was just a fun thing where everything came together. 

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So, it was a friend with a massive whiskey collection who sparked the 49ers legend’s interest in whiskey. Sometimes, the best ideas really do come together naturally.

But while Montana’s football legacy needs no introduction (four Super Bowl rings say enough), his collaboration with Gold Bar Whiskey has offered a new way to extend that legacy. The Joe Montana whiskey collection from the brand blends craftsmanship, rich flavors, sports, and storytelling into one package. And for fans of fine spirits and the 49ers, that might make all the difference.