BOSTON — When Michael Jordan decided to get into the tequila business, he could have slapped his name on the label, maybe autographed a few bottles and sold out the whole run in hours.
No matter what it tasted like.
Instead, the basketball hall of famer and owner of the Charlotte Hornets teamed up with owners from the Celtics, Lakers and Bucks to create an ultra-premium blend of the agave liquor that has already won prizes at tasting competitions from New York to Los Angeles.
"It's not about the ownership group. It's not a celebrity-endorsed brand," said Emilia Fazzalari, the CEO of Cincoro Tequila and the wife of Boston Celtics owner Wyc Grousbeck.