In celebration of The Who’s 50th anniversary as well as a forthcoming world tour and residency in Las Vegas, the band’s frontman Roger Daltrey has decided to launch his own Champagne.

Champagne Cuvée Roger Daltrey was created in partnership with Eminent Life, a company specialising in drinks collaborations with arts and culture personalities. The liquid is produced by Charles Orban Champagne – a family vineyard located in the village of Troissy on the left bank of the Marne.

Champagne Cuvée Roger Daltrey, which is available worldwide, carries an RRP of US$135 per 75cl bottle. The bottles feature the band’s famous bullseye logo and consumers can also purchase stemless Champagne glasses, which also feature the logo.

A “percentage of proceeds” will be donated to Teen Cancer America, a charity founded by Daltrey and fellow band member Pete Townshend.