On Tuesday, Floyd Mayweather Jr., the boxer who beat MMA fighter Conor McGregor in a match and earned $180 million for his efforts, posted a photo of the wall of his $25 million Beverly Hills mansion ("castle," sorry) to Instagram.

 

My wine cellar in my Beverly Hills castle.

A post shared by Floyd Mayweather (@floydmayweather) on

 

The wall houses bottles of wine that ascend beyond the top of the frame, more than twice the height of the 5'8" Mayweather. The post shows Mayweather grabbing a bottle from the wall—despite the fact that he doesn't drink.

This oddly conceived investment of wealth on Mayweather's part may seem absurd and out of place for a teetotaler. (You'd have to entertain a lot of gourmands to drink that much wine.) But it does make a sort of sense, according to a new study, which suggests the more successful you are, the more intense your taste for luxury goods becomes.

The study, out of the University of Cambridge, flew in the face of previous notions that extravagant purchasing was linked to testosterone levels. Instead, the new Cambridge study suggests, if someone were successful or won frequently—acquiring a taste for conquest or victory, like Mayweather has—he'd be more inclined to splurge.

Perhaps the significance of what is won or lost measures up to the value of the luxury items purchased by the victor. Considering that, it's no wonder why a sober, 50-0 Mayweather might buy a $25 million estate and decorate it with a wine wall: It's just the cost of winning.