LIV Golf superstar Dustin Johnson announces new deal as investor

Major champions Dustin Johnson and Keegan Bradley have been unveiled as new investors of Cincoro Tequila.

Dustin Johnson has joined a tequila brand
Dustin Johnson has joined a tequila brand

LIV Golf superstar Dustin Johnson has revealed his delight at becoming a member of Cincoro Tequila. 

The former World No.1 and two-time major champion has this week been announced as a new investor in the brand, alongside former US PGA champion and PGA Tour star Keegan Bradley.

Cincoro Tequila, an award-winning portfolio of luxury tequilas, has also revealed a full addition of legendary sports and business titans to its Cincoro family as part of Team Cincoro

“Cincoro Tequila embodies greatness, and I love it,” said 4 Aces GC captain Johnson.

“I couldn't be more excited to be a member of Team Cincoro, alongside all these exceptional athletes, and leaders in their fields.”

Dustin Johnson
Dustin Johnson

Johnson and Bradley join 23-time grand slam tennis champion Serena Williams, MLB Hall of Famer Derek Jeter, as well as DraftKings Inc. co-founders Jason Robins, Matt Kalish and Paul Liberman among other prominent investors.

“Cincoro has always been special to me because of the authentic friendships we’ve established around enjoying Cincoro and spending time together, designing it, experiencing it, and tasting it. We are constantly striving for greatness,” said Cincoro Tequila Co-Founder Michael Jordan. 

“And now that we’re welcoming in some of my closest friends to the business, I’m looking forward to this next era of Cincoro alongside this all-star team.”

The full new ownership group also includes Founder & Managing Partner of RedBird Capital Partners, Gerry Cardinale, The Lerner Family (Lerner Enterprises and owners of the Washington Nationals), investing legend and Co-CEO and Managing Partner of Silver Lake, Egon Durban, Midas List Investor and FirstMark Co-Founder, Rick Heitzmann, B-IKONIC Co-Founders Damien O’Donohoe and Sir Paul Marshall, Co-Founder of Fenway Sports Group, Tom Werner, and Michael Strahan.

Keegan Bradley
Keegan Bradley

Tennis legend Williams said: "Being part of Cincoro isn't just about business—it's about championing a legacy of greatness. I love Cincoro. Just as I've strived for excellence on the court, I recognize the dedication and drive behind Cincoro and I’m thrilled to be part of the team."

Cincoro Tequila will also soon launch a new 375 mL bottle offering with their award-winning Blanco, Reposado, and Añejo expressions. The brand says its new size offering is perfect for gifting and offers consumers the same beautiful design in a more convenient size bottle. The 375 mL bottles will be available for purchase online at and in retail stores in early May.

As tequila sales continue to outpace all other traditional spirit categories, Cincoro looks to continue to build its loyal customer base in the US and is set to go international this summer. The company will integrate Team Cincoro into strategic brand activities including experiential activations, comprehensive media plans, high-profile appearances, and more.

Cincoro Tequila was launched in 2019 by five NBA legends: Jeanie Buss of the Los Angeles Lakers, Wes Edens of the Milwaukee Bucks, Emilia Fazzalari and Wyc Grousbeck of the Boston Celtics, and Michael Jordan. 

In nearly five years, Cincoro has won over 28 awards in accredited spirits competitions and is continuing to create the gold standard for greatness in tequila.

To bring the Cincoro Team together with the five founders Buss, Edens, Fazzalari, Grousbeck and Jordan, the company held its first annual owners’ meeting at Grove XXIII, Michael’s private golf course in Florida. 

The group reviewed the brand plans, tasted a range of Cincoro Tequilas, got a sneak peek at some innovation, and participated in an ultra-competitive cocktail competition. Led by team captain Williams, the winning cocktail, the Cincoro Cin-berry, will be available at Grove XXIII for patrons to try as a refreshing and delicious finale to a day on the course.

For more information on Cincoro's newest team members or to purchase the 375 mL bottles please visit

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