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Michael Jordan and Four NBA Owners Launch Premium Tequila

Tequila might be one of the hottest liquors on store shelves right now, with celebrities such as George Clooney, Ryan Reynolds and Dwayne “The Rock” Johnson jumping into the market. And now, legendary baller Michael Jordan alongside some very wealthy investors will be dunking on the competition, with his own line of premium.

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However, this isn’t just any shot of tequila. According to a press release, Cincoro is aimed at a somewhat exclusive demographic.

“Cincoro was born from a passion to create the world's finest tequila and is uniquely made with the highest quality 100 percent Weber Blue agave from private farms in both the highland and lowland regions of Jalisco, Mexico. The agave is hand-selected, slow-cooked and distilled in separate small batches, creating two distinct distillates, which are then artfully blended to create Cincoro Blanco, one of four Cincoro expressions.”

The most accessible bottle of the four Cincoros offered still costs a relatively steep $70. The Cincoro Blanco is an unaged or young tequila which is perfect for muddling into a mojito. The price tags only go up from there, with the Reposado commanding a $90 buy-in and an aged Anejo at $130.

Finally, for true players — both on and off the basketball court — Cincoro presents an exclusive 40- to 44-month aged Extra Anejo. Just one thing: if you want to take home a bottle of Michael Jordan's best, it's going to set you back a cool $1,600.

Jordan is joined by Lakers president Jeanie Buss as well as husband and wife team Wyc Grousbeck and Emilia Fazzalari in this venture, with Wyc being the primary owner of the Boston Celtics. Milwaukee Bucks co-owner Wes Edens also holds a stake in the NBA champion-fronted booze brand as well, proving that this premium liquor has an all-star team of financiers and business minds behind it.

Set to launch in a dozen American markets ranging from California to New York, Cincoro is preparing to be an immediate success. With a wide range of products beginning at a relatively modest $70 per bottle, it remains to be seen whether the iconic Michael Jordan can translate his on-court magic to real-life liquor sales.

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Christina Majaski, Khareem Sudlow