Nate Diaz said he had a lot going on outside of fighting during a recent headline-grabbing interview on “The MMA Hour.” However, that statement might have been more true than he let on.

Diaz (19-11 MMA, 14-9 UFC), who hasn’t competed since a majority decision loss to Conor McGregor at UFC 202 in August and seemingly has no intention of returning to the octagon unless certain conditions are met, has apparently broken into the wine industry as a representative for Lodi Vintners.

The former UFC lightweight title challenger and Season 5 winner of “The Ultimate Fighter” reality series revealed the partnership today with an Instagram post of himself on a billboard holding a bottle of wine in each hand.

Diaz’s publicist, Zach Rosenfield, confirmed to MMAjunkie that the billboard is indeed real, and it is located in Lodi, Calif., which is just a short drive from Stockton, Calif., where Diaz lives.

Although Diaz, 32, is among the world’s most well-known MMA fighters after a 23-fight UFC career highlighted by a submission victory over McGregor at UFC 196, it’s possible his appeal runs deeper than imagined. Or perhaps he’s just a big fan of local wines.

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