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Serena Williams Joins Michael Jordan’s Cincoro Tequila as Co-Owner Alongside All-Star Lineup

Tennis icon Serena Williams has ventured into the world of luxury spirits as she joins basketball legend Michael Jordan as a co-owner of Cincoro Tequila.

Michael Jordan and Serena Williams, photo provided by Cincoro Tequila

Cincoro Tequila was founded in 2019 by Jeanie Buss of the Los Angeles Lakers, Wes Edens of the Milwaukee Bucks, Emilia Fazzalari and Wyc Grousbeck of the Boston Celtics, and Michael Jordan. Having won 28 awards in accredited spirits competitions, it has quickly risen to prominence as a premier tequila brand. And it’s costly. Extra Añejo is $1,570 on the website. Gold is $400; Añejo, $150; Reposado, $108; Blanco, $100.

“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,” expressed Williams, in a press release.

All-Star Owners of Cincoro

Williams joins an A-list group of co-owners, including Derek Jeter, Dustin Johnson, Keegan Bradley, and Michael Strahan, among others. This powerhouse team will be used to advance the legacy and success of Cincoro Tequila, which is made with 100 percent Blue Weber agave.

“I’m looking forward to this next era of Cincoro alongside this all-star team,” commented Jordan of the new ownership group. “Cincoro has always been special to me because of the authentic friendships we’ve established around enjoying Cincoro and spending time together, designing it, experiencing it, and tasting it. We are constantly striving for greatness.”

He added, “And 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.”

In addition to welcoming the 23-time Grand Slam champion as a co-owner, the brand has introduced new 375 mL bottle offerings of its award-winning Blanco, Reposado, and Añejo expressions, available both in stores and online.

The full new ownership group also includes founder and 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, and Tom Werner.

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