A new class action lawsuit is putting the spotlight on celebrity spirits and product labeling, as Cinco Spirits Group LLC faces allegations that its luxury Cincoro tequila, backed by basketball icon Michael Jordan—is not as pure as advertised. Filed in the Florida federal court, this legal action claims Cincoro was misleading customers by marketing its tequila as “100% agave” while allegedly blending in non-agave alcohols.
Allegations of False Advertising
The complaint, brought by plaintiff Nabil Haschemie, centers on the premium placed on tequila produced from 100% Blue Weber agave, which is both the standard for high-end tequila and a key selling point for discerning customers. According to the lawsuit, Cinco Spirits has been falsely marketing its Cincoro brand, “the defendant represented on its website and elsewhere that it used 100% Blue Weber agave to create the Products.”
Haschemie claims laboratory testing, specifically a carbon isotope ratio analysis, found about Cincoro,…
“Defendant knew that despite being marketed, certified, advertised, and labeled 100% agave, the Products were adulterated or improperly enhanced with sugars other than those obtained from the tequilana weber blue variety of agave grown in a specific, defined territory,” meaning some of the ethanol in the bottles does not come from agave plants at all [source].
Celebrity Involvement and Brand Story Cincoro tequila’s profile has soared thanks not just to quality claims, but also the glamorous team behind it.
The brand was founded by a group of NBA team owners: Michael Jordan (Charlotte Hornets), Emilia Fazzalari and Wyc Grousbeck (Boston Celtics), Jeanie Buss (Los Angeles Lakers), and Wes Edens (Milwaukee Bucks).
The lawsuit contends this elite ownership group charged premium prices for an authentic, 100% agave product—and failed to deliver…
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