Tennis legend Serena Williams has added another prestigious venture to her portfolio by becoming a co-owner of Michael Jordan’s premium tequila brand, Cincoro Tequila.
Williams joins a star-studded lineup of athletes and business moguls who have invested in the award-winning spirits company.
An All-Star Ownership Team
“Being part of Cincoro isn’t just about business—it’s about championing a legacy of greatness.”
Alongside Williams, several other sports champions have joined Cincoro’s ownership group, including former professional baseball player Derek Jeter, and professional golf champions Dustin Johnson and Keegan Bradley. These athletes are joined by Jason Robins, Matt Kalish, and Paul Liberman, the co-founders of the sports betting company DraftKings.
Williams, a 23-time Grand Slam champion, expressed her excitement about being part of the Cincoro team, stating, “I love Cincoro. Just as I’ve strived for excellence on the court, I recognize the dedication and drive behind Cincoro, and I’m thrilled to be part of the team.”
A Brand Rooted in Friendship and Excellence
Cincoro Tequila was founded in 2019 by Michael Jordan, alongside Jeanie Buss of the Los Angeles Lakers, Wes Edens of the Milwaukee Bucks, and Emilia Fazzalari and Wyc Grousbeck of the Boston Celtics. The brand’s origins are deeply rooted in the authentic friendships and shared passion for excellence among its founders.
Jordan expressed his enthusiasm about welcoming his closest friends into the business, saying, “Now that we’re welcoming in some of my closest friends to the business, I’m looking forward to this next era of Cincoro alongside this all-star team.”
Expansion and Innovation
As Cincoro Tequila continues to grow, the brand is set to expand its international presence this summer, with plans to enter markets in China, the United Arab Emirates, the United Kingdom, and more. Additionally, the company is introducing new 375ml bottle sizes for its Blanco, Reposado, and Añejo expressions, catering to a wider range of consumer preferences.
The brand’s commitment to innovation and quality has been recognized with the launch of its fifth expression, Cincoro Gold, in September 2022, further solidifying its position in the premium tequila market.
A Winning Combination
The addition of Serena Williams and other sports stars to Cincoro Tequila’s ownership group represents a winning combination of athletic excellence, business acumen, and a shared appreciation for the finer things in life.
With this all-star lineup at the helm, Cincoro Tequila is poised to continue its upward trajectory, offering consumers a unique and prestigious tequila experience while celebrating the legacy of greatness that unites its ownership team.
As the brand expands its reach and introduces new offerings, the world eagerly awaits the next chapter in Cincoro Tequila’s journey, where the pursuit of excellence and the celebration of friendship intersect in every sip.
