Michael Jordan’s playing days are well behind him, yet he still possesses a fierce competitive spirit.
Jordan continues to compete actively as the owner of the Charlotte Hornets, a NASCAR franchise, and reportedly as a tequila maker.
Jordan is one of the founders of Cincoro tequila, along with Los Angeles Lakers owner Jeannie Buss, Milwaukee Bucks co-owner Wes Edens, and Boston Celtics lead-owner Wyc Grousbeck and his wife Emilia Fazzalari, who serves as Cincoro’s chief executive officer.
Tuesday, during the introduction of Cincoro Gold in New York City, Jordan’s partners stated that they frequently observe the NBA legend’s competitive nature.
Fazzalari stated, “There is not a single interaction where it does not surface.”
According to Grousbeck, Jordan initially suggested Cincoro as a means of obtaining tequila with ease.
“If it doesn’t work out and nobody else likes it, we’ll have free tequila that we’ll enjoy,” Grousbeck said of Jordan’s approach.
But after the brand began to gain popularity, Jordan’s mindset shifted.
According to Grousbeck, Jordan later stated, “Or we might pursue worldwide dominance.” This is Michael.
Cincoro Tequila was founded by Wes Edens, Wyc Grousbeck, Emilia Fazzalari, Michael Jordan, and Jeannie Buss.
Jamie McCarthy/Getty Images commissioned by Cincoro
Jordan, who was absent from Tuesday’s launch event, was famously featured sipping his own creation during the 10-episode NBA career documentary “The Last Dance.” Reportedly, he was imbibing the “extra aejo” expression, which is matured for 44 months and may cost more than $1,000 per bottle.
“He likes tequila,” remarked Edens. What else can he consume?
Jordan, according to Fazzalari, is a hands-on proprietor.
“Michael and I taste every single batch before bottling because we want to ensure that it is of the highest quality,” Fazzalari added.
The aim of Jordan to dominate the tequila market is merely the latest chapter in a heritage of competitiveness.
