Serena Williams adds to investment portfolio alongside NBA legend Michael Jordan

Tennis News
Friday, 03 May 2024 at 03:00
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NBA legend Michael Jordan is expanding his Cincoro Tequila brand, and looks to add "some of his closest friends" to the list of co-owners. These friends include MLB Hall of Famer Derek Jeter and 23-time Grand Slam champion Serena Williams.
Alongside the WTA icon, Jordan has also partnered with professional golf champions Dustin Johnson and Keegan Bradley. DraftKings Inc. co-founders Jason Robins, Matt Kalish and Paul Liberman are also said to be involved in the investment, although no financial terms have been made public.

Cincoro Tequila set for global expansion

Jordan stated he was "welcoming some of his closest friends to the business" in an attempt to launch "the next era of Cincoro." With the brand set for International expansion outside the US this summer, the company hopes to integrate its new team of co-owners into strategic brand activities including experiential activations, media plans and public appearances. Furthermore, Cincoro has also launched a smaller 375ml bottle for its Blanco, Reposado, and Añejo expressions.
The Cincoro portfolio includes five expressions with SRP per 750 mL bottle starting at US$89.99 for Blanco, US$109.99 for Reposado, US$149.99 for Añejo, US$349.99 for Gold, and US$1,699.99 for Extra Añejo. the core three expressions available with SRP per 375 mL bottle starting at US$44.99 for Blanco, US$54.99 for Reposado, and US$74.99 for Añejo.

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