What is Cincoro? Cincoro is a super-premium tequila launched in September 2019 by five NBA owners, including Michael Jordan. Michael Jordan: Principal owner of the Charlotte Hornets (co-owner starting in 2024) Jeanie Buss: Principal owner of the Los Angeles Lakers Wes Edens: Co-owner of the Milwaukee Bucks Wyc Grousbeck: Majority owner of the Boston Celtics Emilia Fazzalari: Founder and CEO of Cincoro Tequila, the company that developed Cincoro, and wife of Wyc Grousbeck *NOTE: Serena Williams became a co-owner in May 2024. The name "Cincoro" is a portmanteau of the Spanish words for "five" (cinco) and "gold" (oro). In other ...