Serena Williams has a new business venture. The 23-time Grand Slam Champion has joined Michael Jordan and an esteemed group of professionals as co-owner of Cincoro Tequila. Derek Jeter, Dustin Johnson, Keegan Bradley, Michael Strahan, and more were also welcomed to the award-winning brand.
Additionally, Cincoro Tequila has launched a new 375 mL bottle offering with their award-winning Blanco, Reposado, and Añejo expressions, available in stores this month and online at ReserveBar.com.
“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,” detailed the NBA Legend, who also co-founded the company.
“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.”
“Being part of Cincoro isn’t just about business—it’s about championing a legacy of greatness. 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,” added Williams.
The full new ownership group also includes Founder & 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.
Cincoro Tequila was launched 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. Since then, it has won over 28 awards in accredited spirits competitions.