• Loading stock data...
Tuesday, April 29, 2025

Jordan-Backed Tequila Brand Aims for Luxury Market

  • Cincoro, a tequila brand launched by NBA owners, is aiming for the luxury market.
  • The brand has seen rapid growth since its launch in 2019.
Michael-Jordan
Cincoro Tequila

Michael Jordan is gunning for the top again — this time, in the tequila market.

The tequila brand launched by NBA legend and Charlotte Hornets owner, along with four other NBA owners, is releasing a blend for $349.99 a bottle.

  • Cincoro was launched in 2019 by Jordan, Los Angeles Lakers controlling owner Jeanie Buss, Milwaukee Bucks co-owner Wes Edens, Boston Celtics CEO Wyc Grousbeck, and Grousbeck’s wife Emilia Fazzalari.
  • Fazzalari is CEO of the tequila company.
  • Cincoro Gold will be the brand’s fifth blend. It has already sold 1.5 million bottles in the U.S. and won 23 awards in accredited spirit competitions.

Last year, tequila sales grew 27% by value and nearly 40% for high-end brands.

Company Man

Jordan’s business empire has flourished since his playing days.

In addition to the Hornets, he is the majority owner of NASCAR team 23XI Racing and the private golf club Grove XXIII in Hobe Sound, Florida.

In 2017, he bought a 0.5% stake in the Miami Marlins as part of a $1.2 billion sale with an incoming ownership group that included Bruce Sherman, who bought 46% of the team, and Derek Jeter, who bought 4%. Jeter has since divested from the club. 

Last month, Jordan Brand announced a 20-year partnership with Howard University, among the nation’s top Historically Black College and Universities. 

The brand had previously pledged $100 million over 10 years to “organizations dedicated to ensuring racial equality, social justice, and greater access to education.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Jun 21, 2024; Boston, MA, USA; Boston Celtics majority owner Wyc Grousbeck holds the Larry O’Brien trophy prior to the Boston Celtics championship parade.

The Celtics Succession Plan Remains Murky

The transfer of power to a private-equity group is still unresolved.
July 9, 2009; Auburn Hills, MI, USA; Detroit Pistons president Joe Dumars during the press conference to introduce their new head coach John Kuester at their practice facility.

Joe Dumars Leaving NBA League Office to Run Pelicans

Joe Dumars was the architect of the 2004 champion Pistons.
Mar 26, 2025; Denver, Colorado, USA; Denver Nuggets head coach Michael Malone in the second quarter against the Milwaukee Bucks at Ball Arena.

NBA Coaching Chaos: How CBA May Have Impacted Recent Firings

The league’s two-apron salary structure severely restricts roster construction.
Mar 20, 2025; Providence, RI, USA; Arkansas Razorbacks forward Karter Knox (11) controls the ball against Kansas Jayhawks during the first half at Amica Mutual Pavilion.

Men’s March Madness Sets Opening-Day Viewership Record

CBS Sports and TNT Sports scored big with Arkansas–Kansas.

Featured Today

The Rays Groundskeepers Are Adjusting to Life Outside the Dome

After nearly three decades in a dome, Tampa groundskeepers were forced outside.
April 25, 2025

The Former NBA Agent Who Became a Pickleball Deputy Commissioner

Chris Patrick went from representing Jimmy Butler to pickleball deputy commissioner.
Apr 5, 2025; San Antonio, TX, USA; Duke Blue Devils forward Cooper Flagg (2) reacts after a three point basket against the Houston Cougars during the first half in the semifinals of the men's Final Four of the 2025 NCAA Tournament at the Alamodome.
April 21, 2025

Cooper Flagg’s Timing Is Perfect for the NBA and USA Basketball

The projected No. 1 pick just declared for the draft.
Apr 14, 2025; New York, New York, USA; Paige Bueckers is interviewed by ESPN after being selected with the number one overall pick to the Dallas Wings in the 2025 WNBA Draft at The Shed at Hudson Yards
April 21, 2025

ESPN’s WNBA Coverage Mirrors the League’s Stunning Growth

“I don’t think we stand still in our coverage of women’s sports,” says Rowe.

Junior Bridgeman Was the Prototype for Business Success After Sports

He started with Wendy’s franchises, later expanding into bottling, magazines, and more.
Oct 23, 2024; Miami, Florida, USA; Miami Heat president Pat Riley addresses the crowd during the Pat Riley Court dedication ceremony at halftime at Kaseya Center.
February 14, 2025

Here’s Where Pat Riley’s Three-Peat Trademark Money Goes

Riley has the phrase trademarked despite having no three-peat of his own.
Feb 12, 2023; Glendale, Arizona, US; A$AP Rocky on the sideline after halftime during Super Bowl LVII at State Farm Stadium.
February 27, 2025

A$AP Rocky Could Be Latest Celebrity Owner in English Soccer

Following his acquittal, the rapper is closer to owning Tranmere Rovers.
Sponsored

Fighting for Clarity: Inside UFC’s New Partnership With Total Wireless

UFC teams with Total Wireless in a no-frills partnership built for today’s mobile-first, value-driven fanbase.
Dec 1, 2024; Landover, Maryland, USA; Washington Commanders general manager Adam Peters (L) talks with Commanders owner Josh Harris (R) on the field prior to the game against the Tennessee Titans at Northwest Stadium.
December 4, 2024

CEO Leaves $13 Billion Soup Company to Run Commanders

The new president will lead the planning and development of the team’s stadium.
LPGA Commissioner Mollie Marcoux Samaan after the final round of golf during the CME Group Tour Championship at the Tiburon Golf Club in Naples, Fla., Sunday, November 19, 2023.
December 2, 2024

LPGA Commissioner Leaving After Brief Up-and-Down Tenure

Mollie Marcoux Samaan was hired in 2021.
November 15, 2024

Adam Silver Defends NBA Product Amid Sluggish Ratings

Silver said the NBA compares itself to “the biggest brands in the world.”
November 11, 2024

Endeavor to Sell OpenBet, IMG Arena to Its CEO Ari Emanuel

The move is “a necessary step” as Endeavor seeks to go private.