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Athlete-owned alcohol brands have emerged as a prominent trend within the sports community, with athletes endorsing, curating, and investing in spirits.
Spirits are often associated with style, quality, and luxury, making them highly desirable in the expansive alcohol arena, especially when owned by well-known sportspersons. Talking about the connection between alcohol and sports, Senior Vice President of Public Affairs at the Distilled Spirits Council, Lisa Hawkins, told ESPN—
"With the increasing popularity of spirits, more and more adult sports fans enjoy watching their favourite teams with a cocktail."
In addition to traditional brand endorsements, owning such brands, including alcohol-based brands, is a unique way for athletes to connect with their fans.
Note- This article purely reflects the writer's opinion. We might have missed a few products, please let us know your favorites in the comments.
Top picks: 5 athlete-owned alcohol brands
From Stephen Curry in the NBA to Connor McGregor in MMA, and even in Formula 1, athletes across various sports have invested in alcohol brands and have been endorsing the same. Team SK has compiled a list of five athlete-owned alcohol brands for sports fanatics and fans of spirits to give a try.
- Lobos 1707
- Cincoro Tequila
- Gentleman’s Cut Kentucky Straight Bourbon Whiskey
- Proper No. Twelve Irish Whiskey
- Wade Cellars
1) Lobos 1707
In 2020, NBA powerhouse LeBron James invested in Lobos 1707, a mezcal and tequila company. Joining him in this venture are his business partner Maverick Carter, as well as fellow basketball players like Draymond Green and Anthony Davis, along with American sports agent Rich Paul.
Commenting on the investment, the owner of the athlete-owned alcohol brand, LeBron mentioned—
"I knew the first time I tasted Lobos 1707 Tequila that it was special. Lobos 1707 is about celebrating the strength of the group and bringing people together. It’s about shared passion and values. I love sipping Tequila with my friends, and we want a brand that speaks to us."
2) Cincoro Tequila
Cincoro Tequila is an athlete-owned alcohol brand founded by a group including basketball legend Michael Jordan, Wye Grousbeck, Emilia Fazzalari of the Celtics, Lakers fame Jeanie Buss, and Wes Edens of the Bucks. This tequila brand boasts smooth and rich tequila and comprises six flavorful variants in its collection.
Emilia Fazzalari, CEO and founding partner of the tequila brand, stated in a press release—
"We set out to create a sipping tequila that is ultra-smooth, naturally rich, complex and delicious; a tequila with exceptional taste."
3) Gentleman’s Cut Kentucky Straight Bourbon Whiskey
In 2023, Stephen Curry launched Gentleman’s Cut Kentucky Straight Bourbon Whiskey, a fine-aged bourbon brand. Curry was involved in the entire process of the spirit’s creation, and the athlete even learned about every phase of the same, from manufacturing to marketing.
While commenting on the same, the athlete-owned alcohol brand Curry stated on the brand website—
"I'm proud to have helped carefully craft a new signature Kentucky Straight Bourbon, Gentleman’s Cut. This rich, complex, and bold bourbon is the perfect offering to commemorate life’s great occasions and will be part of a raised-glass toasting moment in the lives of my fans, friends, and family."
4) Proper No. Twelve Irish Whiskey
Professional boxer and MMA icon Connor McGregor established Proper No. Twelve Irish Whiskey by looking for a place and team that shared his passion for whiskey and Ireland. McGregor found a place at the oldest whiskey distillery in the Isle of Ireland and created the unique whiskey blend.
As per the brand's press release, McGregor commented on launching the whiskey brand by stating—
"We have worked on this liquid for years and have combined my award-winning whiskey that my fans know and love with delicious notes of crisp and juicy Irish apple, with a smooth finish like no other."
5) Wade Cellars
Former American basketball point guard Dwyane Wade established Wade Cellars, a wine brand, which is the result of his love for wines from the Napa Valley. The wine brand launched its first vintage in 2012 and expanded its production range to include multiple wines inspired by the rich winemaking tradition of California.
Commenting on the athlete-owned alcohol brand, Dwyane Wade stated in a press release—
"I just imagine a wine for everyone. No matter what background you come from, no matter how much money’s in your bank account, I just envision the Wade Cellars brand being a wine for everyone."
These athlete-owned alcohol brands are a few names on the long list of spirit brands owned by sportspersons. Fans of these athletes and spirit lovers can give these alcohol brands a try.
