Cincoro, which was started by five NBA owners in 2018 is a product to look out for in the market. This tequila brand, which has Michael Jordan as one of its owners, has come up with interesting marketing plans to garner the attention of social media. The Chicago Bulls legend would not be the first option to advertise the brand because of his lowkey public appearance. However, Cincoro brilliantly took advantage of his competitive nature to rope in the 6x NBA champion. 

In the latest video released by the multi-million tequila brand, Serena Williams, Travis Scott, Keegan Bradley, and Derek Jeter made a surprising appearance to compete in a cocktail competition. Cincoro wrote in the captions, “Mixing it up with legends of greatness! Watch as Team Cincoro’s finest, including Michael Jordan, Derek Jeter, Serena Williams, Keegan Bradley, Eric Church, and more, go head-to-head in a friendly cocktail competition. Who will take the trophy?”

How could you not have Michael Jordan with competition in the conversation? The Bulls icon was seen tasting the cocktails which were freshly made by Travis Scott, Boston Celtics owner Wyc Grousbeck, Serena Williams, and a few more. He shared at the end of the video, after taking a sip, “Oh, now we’re getting close, now we’re getting closer“. 

Cincoro has been using social media frequently to market its tequila. Boston Celtics icon Paul Pierce brought in one of Cincoro’s owners, Wyc Grousbeck, to his podcast, The Truth Lounge. In a segment of it, Pierce was endorsing the brand by requesting fans to enjoy the tequila while watching NBA playoff games. 

Apart from marketing, the multi-million company has roped in investors from various fields. And that is how Serena Williams and a few others joined this initiative. 

Why did Jordan want to rope in Serena Williams for Cincoro?

Jordan has his own ways of celebrating friendship. Greatness is a common factor between Jordan and Williams. But there is also a friendship, which the Bulls legend decided to use wisely. He shared, “Cincoro has always been special to me because of the authentic friendships we’ve established around enjoying Cincoro…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.” 

Williams has also been a huge fan of this award-winning tequila. She did not accept to join the company just for business. but also because “it’s about championing a legacy of greatness“. The 42-year-old said, “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.” Looks like MJ wants to assemble the 1992 Dream Team to develop Cincoro.