Cincoro, Michael Jordan’s Tequila Brand, Co-Owned By Serena Williams And Michael Strahan, Set To Expand Into 43 New Markets

Cincoro, Michael Jordan’s spirit company, is making large strides.

As AFROTECH™ previously reported, the tequila company was founded in 2019 by Jordan in partnership with NBA team owners Jeanie Buss of the Los Angeles Lakers, Milwaukee Bucks’ Wes Edens, and Boston Celtics’ Emilia Fazzalari and Wyc Grousbeck. Since then, it has won numerous awards and attracted notable investors, including Serena Williams, Derek Jeter, Michael Strahan, Fenway Sports Group Co-founder Tom Werner, and RedBird Capital Partners Founder and Managing Partner Gerry Cardinale.

“Michael introduced me to the brand, and I’ve been an avid fan of Cincoro Extra Añejo since it launched in 2019. I’m honored to support Cincoro in its next era,” said Jeter in a press release.

Williams commented:

“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.”

Cincoro is poised for significant growth in 2025 — not only as the official partner of Italy’s AC Milan football club, but also through an expanded distribution agreement with Southern Glazer’s Wine & Spirits. This agreement will extend Cincoro’s reach to 43 markets across the U.S., including Florida, Maryland, Washington D.C., Delaware, Colorado, Minnesota, and Illinois, per Bottle Raiders.

“We are thrilled to expand our business with Southern Glazer’s Wine & Spirits,” Jeff Agdern, CEO of Cincoro Tequila, said in a news release. “With our new national alignment, we look forward to joining forces with Southern Glazer’s industry-leading capabilities and best-in-class execution to scale our brand in both new and existing markets. Additionally, as we continue to expand our luxury brand in on-premise establishments, we are excited to leverage Southern’s expertise in this area.”

Gene Sullivan, chief sales & marketing officer at Southern Glazer’s, added:

“Our new national distribution agreement represents an exciting expansion of an already successful relationship. We are eager to put our full corporate capabilities to work in these new markets, ensuring we maximize Cincoro’s incredible potential.”