A number of all-star players, including Derek Jeter, Serena Williams, Dustin Johnson, Keegan Bradley, and Michael Strahan, have become co-owners of Cincoro Tequila, according to an announcement made by the company on Wednesday. Michael Jordan contributed to the establishment of the brand.
The company that specializes in premium tequila also introduced additional bottles of blanco, reposado, and añejo expressions, each measuring 375 milliliters, to its collection of spirits.
“Being a part of Cincoro isn’t just about business; it’s about championing a legacy of greatness,” Williams stated in a news statement that was distributed to FOX Business on Wednesday. Cincoro is my favorite. I recognize the devotion and desire that Cincoro possesses, and I am happy to be a part of the team. In the same way that I have worked for perfection on the court, I feel the same way about Cincoro.A bottle of AÑejo at a price of $1,600 is featured in the new tequila brand by Michael Jordan.
Serena Williams was revealed as a co-owner of Cincoro Tequila, a brand co-founded by Michael Jordan. (Cincoro Tequila / Fox News)
Additionally, Cincoro presented DraftKings Inc. co-founders Matt Kalish and Paul Liberman, as well as CEO Jason Robins, as potential participants in the investment.
Jordan, the most well-known player in the National Basketball Association, is just one of the founding partners of the premium spirits business. The tequila, which is manufactured with one hundred percent Blue Weber Agave, was destined for glory from the beginning. This was due to the fact that the other four famous co-founders are all basketball elites.
The remaining five founder members are Wyc Grousbeck, who is the majority owner of the Boston Celtics; his wife, Emilia Fazzalari, who is a finance genius; Jeanie Buss, who is a member of the Los Angeles Lakers; and Wes Edens, who is a member of the Milwaukee Bucks.
“Cincoro has always been special to me because of the genuine friendships we’ve established around enjoying Cincoro and spending time together, designing it, experiencing it, and tasting it,” Jordan said in the press release. “Cincoro has always been a part of my life.” I am looking forward to the next era of Cincoro alongside this all-star staff, and now that we are welcome some of my closest friends to the firm, I am excited about the prospect of working with them.
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Cincoro Tequila has introduced new 375 mL bottles of blanco, reposado and añejo. (Cincoro Tequila / Fox News)
Jeter added that Jordan introduced him to the brand in 2019 and that he’s been a fan of Cincoro Extra Añejo since. The black bottle sells for over $1,000, and exceeds $1,600 at some retail locations.
Cincoro is no stranger to embracing new partnerships within the sports industry.
The brand has formerly partnered with Formula 1 Miami and is an official sponsor of the Lakers.
In 2021, the Bucks won the NBA Finals and Cincoro announced a limited-edition bottle of añejo to commemorate Edens’ win. The bottle was etched with “NBA Champions 2021” and “History Made,” which was a nod to the Bucks’ season-long hype song, “History in the Making,” by Vo Williams.
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Cincoro was founded in 2019 by five NBA elites: Michael Jordan, Wyc Grousbeck, Emilia Fazzalari, Jeanie Buss and Wes Edens. (Cincoro Tequila / Fox News)
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There appears to be no limit to Cincoro’s partnerships across all markets.
Joshua Vides, a visual artist based in California, was responsible for the design of the 150 bottles of añejo that were released by the brand during the Miami Art Basel event in December. In contrast to the brand’s customarily clean appearance, the bottle was dipped in a striking black-and-white graphic design that resembled a cartoon. This design went against the brand’s conventional aesthetic. There was a price tag of $649.99 for each bottle.
At the beginning of April, the company also disclosed that it had formed a collaboration with the wine and spirits agency Duty Free Global to provide travel retail services. This partnership expanded the brand’s customer base outside the United States to include Asia, Europe, and the Middle East.
In 2023, Cincoro made the announcement that Jeff Agdern, a veteran of the spirits industry, would be taking over as president of the company.
