Conor McGregor's joined in on the April fool's fun by posting a hilarious video on social media.
The Irishman appeared to have launched his own rosé wine label following the success of his whiskey range, Proper No. Twelve.
McGregor uploaded the following post on social media with the above video.
"Just like I did with my Proper No. Twelve Irish Whiskey @ProperWhiskey, I will now take over the Rosé wine business. Introducing Champ Champ Rosé @ChampChampRose, the finest Rosé in the world! Sláinte."
However, it was just an April Fool's prank with the man himself cutting a promo on Proper No. Twelve.
Meanwhile, McGregor shocked the MMA bubble by announcing his retirement from the sport.
"Hey guys quick announcement, I've decided to retire from the sport formally known as "Mixed Martial Art" today. I wish all my old colleagues well going forward in competition," he posted on Twitter.
"I now join my former partners on this venture, already in retirement. Proper Pina Coladas on me fellas!"
UFC president Dana White has shared his thoughts on McGregor's retirement, saying it makes sense while talking up his thriving whiskey business.
"He has the money to retire, and his whiskey is KILLIN [sic]' it," he said.
"It totally makes sense. If I was him, I would retire too. He's retiring from fighting, not from working. The whiskey will keep him busy, and I'm sure he has other things he's working on.
"He has been so fun to watch. He has accomplished incredible things in this sport. I am so happy for him, and I look forward to seeing him be as successful outside of the octagon as he was in it."
His UFC rival Khabib Nurmagomedov, who submitted him at UFC 229, weighed in on his retirement, too.
"There can be only one king in the jungle," he said accompanied with a 'finger emoji'.
Will McGregor return to the famed Octagon? Watch this space.