Michael Jordan‘s multi-million spirits brand has made quite some noise on the internet with celebrities endorsing it. Cincoro tequila is delivered in uniquely designed bottles, which has managed to garner the attention of people across the world in the last few years. This project was started by Jordan and four other NBA owners in 2019. Now, it has become a common word for many across the US. Paul Pierce, who is a fan of tequila, decided to put the Chicago Bulls icon’s Cincoro on notice, during a conversation with the Governor of the Boston Celtics. 

The 2008 champion was joined by the Celtics’ owner and founding member of Cincoro, Wyc Grousbeck for his podcast, The Truth Lounge. During their conversation, Pierce said, “I think it’s time for us to start getting ready for the game y’all.“ This was before Game 1 of the Eastern Conference Semi-Finals between the Boston Celtics and the Cleveland Cavaliers. Grousbeck asked an interesting question to Pierce, “Paul, how do you get ready for the game these days?”

“I have a little bit of Cincoro,“ the Celtics icon said cheekily. Grousbeck replied with a smile, “There you go, my friend.“ Grousbeck is also one of the owners of Cincoro, which is why he loved the reply from Pierce. The Celtics great added, “Make sure y’all stop by the bar and get some Cincoro.“ Looks like Pierce wants to join the marketing campaign of the multi-million dollar company. 

With the Celtics playing dominant basketball in the playoffs, it looks like Pierce is enjoying a lot of Cincoro from home. He has openly endorsed the brand now. Another famous star to do so was Devin Booker, who shared a picture of him holding the bottle with the legend Jordan himself. It was during the offseason last year. With Pierce making an open claim about Cincoro now, the company can use it to increase sales in the playoffs this time. 

How was Cincoro started? 

What happens when a group of friends sits together? People usually have a fun chat and share about each other’s lives. But in the case of the owners of Cincoro, when they sat together, they found a common interest in tequila. In 2019, five NBA owners, Michael Jordan of the Charlotte Hornets, Emilia Fazzalari and Wyc Grousbeck of the Celtics, Jeanie Buss of the Los Angeles Lakers, and Wes Edens of the Milwaukee Bucks, started the Cincoro brand. 

According to their page, the above five met for dinner, and “that evening they bonded over their shared love for tequila. From these Cincoro was born. Ultra smooth, simply rich and delicious.” Over the years, many superstar athletes have endorsed the products. Recently, the likes of Serena Williams, Derek Jeter, and more joined the Cincoro Family as investors.

So next time you are seated with your friends, make sure to use that time wisely, like Jordan did with the other owners.