When he entered the UFC he was unknown, and unproven, the cheap Red Label bottle. Right now he’s worked his way up to Black Label, a bit more pricey but still a ways to go. If he beats a legit fighter like Cirkunov he steps into double Black territory. I imagine if he wins he will get a title eliminator fight, and with a win that would make him Gold Label. If he beats the champ he becomes Platinum Label. If he defends the belt he’s the ultra expensive Blue Label. And if he rolls over and quits against Cirkunov he gets demoted to shitty ass Proper 12. Personally I like single malt scotch myself, but I’m quickly becoming a JW fan.