NBA legend Michael Jordan is preparing for the global expansion of his Cincoro Tequila brand by adding his “closest friends” — including tennis champion Serena Williams and former Yankee Derek Jeter — to the list of co-owners.
Serena Williams, renowned for her 23 Grand Slam titles, joins a distinguished group of co-owners at Cincoro Tequila, which includes MLB Hall of Famer Derek Jeter, professional golf champions Dustin Johnson and Keegan Bradley, and the co-founders of DraftKings Inc., Jason Robins, Matt Kalish, and Paul Liberman, among other notable investors. While the financial details were not disclosed, according to a spokesperson, this collaboration marks a significant milestone for the brand.
Michael Jordan, the six-time NBA champion, expressed his enthusiasm for welcoming his “closest friends” into the business fold, heralding the launch of the “next era of Cincoro.” As part of its expansion plans beyond the United States, slated to commence this summer, the brand has introduced a smaller 375ml bottle format for its Blanco, Reposado, and Añejo expressions.
Additionally, the company intends to integrate its new cohort of co-owners into various strategic brand initiatives, including experiential activations, media campaigns, and public engagements.
The expanded ownership roster further includes Gerry Cardinale, Founder & Managing Partner of RedBird Capital Partners; The Lerner Family, owners of Lerner Enterprises and the Washington Nationals; Egon Durban, investing legend and Co-CEO and Managing Partner of Silver Lake; Rick Heitzmann, Midas List Investor and Co-Founder of FirstMark; Damien O’Donohoe and Sir Paul Marshall, Co-Founders of B-IKONIC; Tom Werner, Co-Founder of Fenway Sports Group; and Michael Strahan.
Cincoro Tequila, launched in 2019 by Michael Jordan and four other former NBA stars—Jeanie Buss of the Los Angeles Lakers, Wes Edens of the Milwaukee Bucks, and Emilia Fazzalari and Wyc Grousbeck of the Boston Celtics—offers a portfolio of five expressions. These include Blanco, Reposado, Añejo, Gold, and Extra Añejo, with suggested retail prices ranging from US$89.99 to US$1,699.99 for 750 mL bottles. Additionally, the core three expressions are available in 375 mL bottles, priced between US$44.99 and US$74.99.
