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Michael Jordan adds Serena Williams and ‘friends’ to Tequila brand

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.

Michael Jordan adds Serena Williams and 'friends' to Tequila brand
Michael Jordan and Serena William’s at Cincoro Tequila’s first annual owners’ meeting at Grove XXIII

Alongside 23-time Grand Slam Champion Serena Williams, Cincoro Tequila’s new co-owner members include MLB Hall of Famer Derek Jeter, professional golf champions Dustin Johnson and Keegan Bradley, and DraftKings Inc. co-founders Jason Robins, Matt Kalish and Paul Liberman, among other prominent investors. Financial terms were not made public, according to a spokesperson.

Six-time NBA champion Jordan said he was welcoming some of his “closest friends to the business” in order to launch the “next era of Cincoro”.

The brand has also launched a smaller 375ml bottle for its Blanco, Reposado, and Añejo expressions, ahead of plans for international expansion outside the US, set to begin this summer. The company said in a statement that it will integrate its new team of co-owners into strategic brand activities including experiential activations, media plans and public appearances.

The full new ownership group also includes Founder & Managing Partner of RedBird Capital Partners, Gerry Cardinale, The Lerner Family (Lerner Enterprises and owners of the Washington Nationals), investing legend and Co-CEO and Managing Partner of Silver Lake, Egon Durban, Midas List Investor and FirstMark Co-Founder, Rick Heitzmann, B-IKONIC Co-Founders Damien O’Donohoe and Sir Paul Marshall, Co-Founder of Fenway Sports Group, Tom Werner, and Michael Strahan.

Jordan launched Cincoro Tequila in 2019 with four other former NBA stars: Jeanie Buss of the Los Angeles Lakers, Wes Edens of the Milwaukee Bucks, Emilia Fazzalari and Wyc Grousbeck of the Boston Celtics.

The Cincoro portfolio includes five expressions with SRP per 750 mL bottle starting at US$89.99 for Blanco, US$109.99 for Reposado, US$149.99 for Añejo, US$349.99 for Gold, and US$1,699.99 for Extra Añejo. the core three expressions available with SRP per 375 mL bottle starting at US$44.99 for Blanco, US$54.99 for Reposado, and US$74.99 for Añejo.

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