Michael Jordan started a tequila company with several other NBA owners, leading them to share MJ’s mindset regarding the company.
Michael Jordan entered the league as a man who never really gave himself over to alcohol or drugs. The latter remains true to this day as far as public knowledge goes, but the former is something he’s been very fond of over the decades. Both alcohol and Cuban cigars have become an iconic pairing alongside the 6x champion.
MJ has developed such a love for alcohol, especially tequila, that he co-founded his own brand known as Cincoro. Of course, as co-founder would suggest, he didn’t do this alone. MJ, the president and majority shareholder of the Charlotte Hornets, partnered with 4 other NBA team owners to launch the brand.
These included Lakers owner Jeanie Buss, Celtics co-owner and his wife Wyc Grousbeck and Emilia Fazzalari, respectively, and Bucks co-owner Wes Edens. According to Forbes, the 5 met at a pizzeria called Pasquale Jones.
When his reservation was mistakenly placed for the following week, they would stand at the entrance and cut him to shreds about his love of tequila, with Michael Jordan leading the way. This is where the idea for Cincoro was conceived.
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Michael Jordan was somewhat nonchalant about his new tequila company.
Michael Jordan is known to be incredibly competitive in every aspect of his life. Whether it’s golf, table tennis, betting on which bags arrive first at the airport terminal, MJ is not lacking in competitiveness.
In starting Cincoro, his co-founding partners witnessed him bring that same energy to the business realm. “There is not a single interaction in which [his competitiveness] does not come out”, Emilia Fazzalari said.
Wyc revealed that at the start of it all, Jordan was a bit indifferent to the idea of starting the company. “If it doesn’t work out, no one else really likes it, we’re going to have free tequila that we’re going to love,” Celtics co-owner said about where MJ’s head was.
When they started to gain ground in the tequila industry, Michael Jordan changed and suggested ‘global domination’. It looks like the 59-year-old still has that fire within him to be the absolute best.
Michael Jordan’s tequila brand targets the luxury market.
Backed by multiple NBA owners, Cincoro is launching its fifth blend, Cincoro Gold, for $349.99 a bottle.@owenpoindexter has more ⤵️
– Front Office Sports (@FOS) September 15, 2022
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