José Mourinho, the renowned football manager currently at the helm of Fenerbahce, has ventured into the world of viticulture, launching his own brand of red wine aptly named “The Special One.” This new endeavor showcases Mourinho’s characteristic flair for the dramatic, as evidenced by the promotional video accompanying the launch. The video features Mourinho, clad in a sharp blue suit, seated in a black leather chair against a backdrop of dramatic piano music. He delivers a monologue referencing his illustrious career and his famous “prefer not to speak” quote, culminating in the introduction of his new wine. The video concludes with Mourinho taking a sip of “The Special One,” a gesture symbolizing the culmination of his passion and precision applied to winemaking.
The wine itself originates from one of Mourinho’s favorite regions in Portugal, reflecting his connection to his homeland. He describes the wine as a reflection of his relentless pursuit of excellence and enjoyment in life. Mourinho’s intention for “The Special One” is clear: it is meant to be shared with those deemed truly special, a sentiment echoing his own self-proclaimed moniker. The launch of the wine has already garnered support from former players, including John Terry, who humorously requested two cases, highlighting the enduring bond between Mourinho and those he has managed.
This foray into winemaking places Mourinho amongst a growing number of football personalities who have diversified their interests into the world of viticulture. David Silva, a Manchester City legend, established a successful winery, Bodega Tameran, in the Canary Islands, partnering with winemaker Jonatan Garcia. Similarly, Ed Woodward, the former CEO of Manchester United, has invested in winemaking in Portugal’s Douro Valley, acquiring the Quinta da Pedra Alta estate. These ventures highlight a trend of football figures embracing the meticulous and rewarding process of winemaking, applying the same dedication and pursuit of excellence that they demonstrated on the football pitch.
Mourinho’s launch video is meticulously crafted, employing dramatic elements to build anticipation and highlight the wine’s exclusivity. The use of slow-motion shots, dramatic lighting, and evocative music creates a sense of occasion, positioning “The Special One” as more than just a beverage but an experience. The video also cleverly incorporates Mourinho’s iconic “prefer not to speak” quote, transforming a moment of controversy into a playful self-referential nod. This strategic use of his personal brand and history adds a layer of intrigue and familiarity for fans and consumers alike. The video’s climax, where Mourinho finally takes a sip of the wine, is presented as a moment of culmination, signifying the realization of his vision and the sharing of this achievement.
The connection between Mourinho’s football career and his new venture is subtly woven throughout the narrative. His emphasis on precision, quality, and excellence, qualities synonymous with his managerial approach, are presented as the driving forces behind the wine’s creation. This parallel between football management and winemaking creates a sense of continuity and reinforces the idea that Mourinho applies the same rigorous standards to all his endeavors. The choice of Portugal as the source of the grapes further strengthens this connection, highlighting Mourinho’s roots and adding a personal touch to the product.
The support from John Terry, a key player during Mourinho’s successful spells at Chelsea, serves as an early endorsement and underlines the respect and affection Mourinho commands within the football community. Terry’s lighthearted request for two cases adds a touch of humor and reinforces the notion of sharing “The Special One” with valued individuals. This interaction exemplifies the strong relationships Mourinho has built throughout his career and underscores the potential for his wine to become a symbol of camaraderie and celebration. The launch of “The Special One” wine marks a new chapter in Mourinho’s multifaceted career, blending his passion for excellence with his love for his homeland. It represents not only a business venture but an extension of his personal brand, embodying his unique personality and unwavering pursuit of the exceptional.
