Serena Williams Becomes Co-Owner Of Michael Jordan’s Cincoro Tequila

Serena Williams attends Sports Illustrated Fashionable 50 at The Sunset Room on July 18, 2019 in Los Angeles, California. (Photo by Rachel Luna/WireImage)
Serena Williams (Photo by Rachel Luna/WireImage)

Serena Williams, renowned 23-time Grand Slam Champion, has stepped into a new realm of entrepreneurship. She, alongside NBA legend Michael Jordan and a prestigious cadre of individuals, has become a co-owner of Cincoro Tequila, a brand synonymous with excellence.

“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, emphasizing her commitment to the venture.

All-Star Owners Like Serena Williams Driving Success

Williams joins an illustrious group of co-owners, including Derek Jeter, Dustin Johnson, Keegan Bradley, and Michael Strahan, among others. This formidable team is poised to elevate Cincoro Tequila to new heights, leveraging their collective influence and expertise.

Jordan, reflecting on the brand’s essence, remarked, “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.”

Expanding Offerings and Influence

In addition to Williams’ induction as a co-owner, Cincoro Tequila has introduced new 375 mL bottle offerings of its acclaimed Blanco, Reposado, and Añejo expressions, catering to diverse preferences of tequila enthusiasts.

The comprehensive ownership roster includes luminaries such as Gerry Cardinale of RedBird Capital Partners, The Lerner Family, Egon Durban of Silver Lake, Rick Heitzmann of FirstMark, Damien O’Donohoe and Sir Paul Marshall of B-IKONIC, and Tom Werner of Fenway Sports Group.

A Legacy of Excellence

Founded in 2019 by a consortium including sports icons like Jeanie Buss, Wes Edens, Emilia Fazzalari, Wyc Grousbeck, and Michael Jordan, Cincoro Tequila has rapidly ascended to eminence, garnering over 28 awards in esteemed spirits competitions.

This collaboration represents not only a strategic business venture but also a celebration of camaraderie and shared passion for excellence. As Williams aptly puts it, being part of Cincoro is about championing a legacy of greatness, a sentiment echoed by the entire ownership group.