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Basketball legend Michael Jordan, renowned as America’s richest athlete and widely celebrated as the NBA’s greatest player, is taking his award-winning tequila brand, Cincoro, to the next level. A recent press release announced a star-studded lineup of new co-owners to fuel the brand’s growth, led by tennis champion Serena Williams.
Serena Williams joins “Team Cincoro”
Joining forces with Jordan, Serena Williams brings her unparalleled sporting prowess and business acumen to the newly formed “Team Cincoro.” With a net worth of $290 million as of June 2023, Williams adds not only financial strength but also a symbol of excellence and determination to the venture.
Cincoro’s ownership group expands with the formation of Team Cincoro, boasting a roster of luminaries from diverse backgrounds. Alongside Williams and Jordan, the team includes Gerry Cardinale, founder of RedBird Capital Partners; the Lerner family, owners of the Washington Nationals; and former NFL star Michael Strahan.
Introduction of new bottle sizes
In tandem with its ownership expansion, Cincoro revealed plans to introduce a new 375ml bottle size for its Blanco, Reposado, and Añejo expressions, slated for release in early May 2024. This move aims to cater to diverse consumer preferences and further solidify Cincoro’s position as a leader in the premium tequila market.
Global expansion and strategic initiatives
As celebrity involvement in the tequila market gains momentum, Cincoro aims to capitalize on its star-studded ownership for strategic brand initiatives. Leveraging the influence and reach of its co-owners, the brand plans high-profile appearances, media campaigns, and experiential events to amplify its global presence.
Expressing her excitement, Serena Williams, the 23-time Grand Slam champion, expressed her enthusiasm. “Being part of Cincoro isn’t just about business — it’s about championing a legacy of greatness,” Williams said. “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.”
Serena Williams: Beyond tennis
While renowned for her dominance on the tennis court, Serena Williams continues to make waves in the business world post-retirement. As the founder of Serena Ventures, she has invested in over 60 companies, showcasing her multifaceted success beyond sports.
With Michael Jordan and Serena Williams at the helm, Cincoro Tequila embarks on a journey fueled by ambition, excellence, and star power. As “Team Cincoro” sets its sights on global expansion and innovative initiatives, the brand stands poised to redefine the landscape of the premium tequila market.
