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LeBron James’ $45 Lobos tequila defeats Michael Jordan’s Cincoro tequila in the 2022 Spirits tequila competition

This year's Spirits tequila competition was reportedly the largest iteration ever, with almost 5,000 different alcoholic brands participating.
Lebron James and Michael Jordan on court during halftime during the 2022 NBA All-Star Game

LeBron James and Michael Jordan

LeBron James' tequila brand, Lobos' 1707 reposado tequila, took home the Best Reposado Tequila Award in this year's Spirits tequila San Francisco competition, defeating Michael Jordan's Cincor Tequilla and 100 other brands in the category.

This year's Spirits tequila competition was reportedly the largest iteration ever, with almost 5,000 different alcoholic brands participating. James might not have passed Jordan in championship rings yet, but at least he can say that he is the tequila GOAT (amongst NBA players.)

About Lobos reposado tequila

"I knew the first time I tasted Lobos 1707 Tequila that it was special," James said, as reported by The Sports Rush. "When I learned more about the brand story and leadership team, I just wanted to be a part of it," the four-time champion added.

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Lobos tequila came about in 2018 but was backed only by James and his well-known business partner Maverick Carter in 2020. Both James and Carter invested in the tequila brand because they were impressed by the quality of the drink. After a few weeks, they were also able to recruit Anthony Davis, Rich Paul, and Draymond Green to invest in Lobos.

The tequila and mezcal are produced from 100% blue weber agave and furnished in Pedro Ximenez wine barrels. What makes Lobos different is that it utilizes the solera method before bottling — and the fact that it is advertised by the Los Angeles Lakers superstar. Lobos comes in four flavors specifically Joven, Reposado, Extra Anejo and Mezcal Artesanal.

Besides its taste and founders, Lobos's marketing strategy is as remarkable. The product design depicts the Osorio Family Coat of Arms and the Agave Wind Rose Compass to represent the unity between the Spanish and Mexican cultures. If it isn't apparent in James' Instagram stories and posts, the brand stands for "celebrating the strength of the pack" or, in short, a nod to togetherness and unity.

About Cincoro tequila

Jordan's tequila, Cincoro tequila, meanwhile is spearheaded by five basketball owners who turned into friends, specifically Jeanie Buss of the Los Angeles Lakers, Wes Edens of the Milwaukee Bucks, Emilia Fazzalari and her husband Wyc Grousbeck of the Boston Celtics, and Jordan himself, who owns the Hornets. The tequila was established in 2016.

Cincoro tequila is produced using agaves sourced from private farms located in the highlands and lowlands of Jalisco, Mexico. What makes this tequila brand distinct is that it's made from the soil qualities of Jalisco, Mexico, which offers a unique mix of flavors.

But unfortunately for Jordan and co, their brand wasn't powerful enough to get the best of James and his squad. From the taste to the marketing strategy and presentation behind the tequila, safe to say that Lobos takes the crown for the "GOAT" tequila in the NBA world. 


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