Former NBA player Isiah Thomas is taking his champagne brand to the next level and expanding its consumer reach.

The NBA Hall of Famer introduced his brand, Cheurlin Champagne, to U.S. customers back in 2016, making it the largest minority-owned champagne in the world.

According to a news release, Thomas has now entered into an innovative tech partnership with Thirstie — the leader in e-commerce and logistics solutions for beverage alcohol brands — to build an innovative direct-to-consumer purchase option for customers via the Cheurlin website.

“I take great pride in being able to expand Cheurlin Champagne to U.S. consumers,” said Chairman/CEO Thomas in a statement. “This partnership with Thirstie is the next step in that journey.”

Cheurlin — which was founded in the Aube in 1788 — has continued its hands-on tradition of staking its name and reputation on crafting France’s finest Champagne.

The brand’s full suite of products is now available for U.S. customers to purchase here.

“We’re honored to be joining Isiah and the Cheurlin Family on their mission to bringing this fine champagne to the U.S. online market,” said Thirstie CEO Devaraj Southworth in a statement. “We couldn’t be more excited to be partnering with Cheurlin as they grow their online presence.”

For more information about this partnership, visit Thirstie’s website.