Many celebrities in the entertainment and sports fraternity have shown greater interest in the spirits business. The main focus has been on the tequila business which is growing rapidly in the US currently. Michael Jordan was the first NBA star to have invested in the tequila business in 2016, starting his own brand named Cincoro. Even LeBron James followed in Jordan’s footsteps and launched his own brand Lobos 1707 in 2020.

Recently, Cincoro’s CEO and Boston Celtics owner Wyc Grousbeck’s wife Emilia Fazzalari spoke with Yahoo regarding the beginning of their tequila venture with Michael Jordan. Fazzalari shared that MJ, her husband Wyc, Los Angeles Lakers owner Jeanie Buss and Milwaukee Bucks owner Wes Edens came together during the summer of 2016. They worked on a mission to make a unique and delicious-tasting tequila.

Emilia Fazallari reveals how Michael Jordan likes to drink Cincoro

Emilia also discussed co-owner Michael Jordan‘s involvement in the brand. Fazallari revealed that she and Jordan taste every single batch before shipping it out to ensure the utmost quality and consistency.

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Talking about women’s preference of sip straight tequila, Emilia shared that their demography has been quite even among men and women drinkers. She reckoned that about 49% of men and 51% of women drinkers preferred Cincoro. Fazallari added, “But everyone, loves a great tequila, and Cincoro has been made to be sipped and savored.”

Emilia pointed out that the tequila category in the spirits business is growing faster than other forms of liquor. She stated that the total retail sales of tequila in the country are around $11.7 billion. The sales are expected to rise up to $15 billion by 2025.

Moreover, Emilia shed some light on how Michael Jordan and the other co-owners like to drink their tequila. Fazallari said, “We like to drink it neat or with one large rock and always with a slice of orange. It’s the way Michael Jordan taught us how to drink.”

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Further, Emilia shared that Michael Jordan and the others share a common mission to make Cincoro a generational brand. The tequila brand is worth $2.1 billion and is expected to grow a lot more in the future. Thus, billionaire Michael Jordan certainly made a smart investment that will make him richer in the future.