Consumer

Michael Jordan’s Cincoro Tequila Adds Celebrities, Markets

Serena Williams, Derek Jeter among those joining ownership
Brand plans expansion to China, UAE, UK and more this year

Michael Jordan, right, and former Nike designer Mark Smith at Cincoro Tequila’s New York launch party in September 2019.Photographer: Jamie McCarthy/Getty Images

Provide news feedback or report an error

Confidential tip?

Send a tip to our reporters

Site feedback:

Take our Survey

By Kim Bhasin

May 1, 2024 at 12:39 PM UTC

Updated on

May 1, 2024 at 1:28 PM UTC

Cincoro Tequila, the spirits label co-founded by Michael Jordan, is raising funds from athlete investors as it prepares to enter several international markets.

Tennis legend Serena Williams and baseball hall-of-famer Derek Jeter are among the athletes joining the ownership group, along with pro golfers Dustin Johnson and Keegan Bradley. Jason Robins, the chief executive officer of sports-betting firm DraftKings Inc., is also involved. Financial terms weren’t disclosed.