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.
As the lawsuit puts it, “The truth is that Plaintiff failed to receive the premium, authentic Products promised by Defendant despite paying premium prices.”
Impact on Customers
Haschemie argues he, and others, paid premium prices for Cincoro tequila based on Cinco Spirits’ claim that it was made from 100% Blue Weber agave. He claims he would not have purchased the tequila or paid less for it if he knew it was not 100% agave. The class action claims that this false marketing is significant, saying, “Defendant’s knowing, intentional or otherwise reckless misrepresentations and omissions were material in that a reasonable consumer would have considered them important in deciding whether to purchase the Products.”
The suit alleges that unwitting customers paid top dollar for a bottle they believed to be made of pure Blue Weber agave from Jalisco, Mexico, and surrounding regions, only to end up with a product that did not match its luxury label.
Legal Claims and Remedies Sought
The legal filing accuses Cinco Spirits of negligence, negligent misrepresentation, unjust enrichment, and violation of the Florida Deceptive and Unfair Trade Practices Act. Haschemie is seeking compensatory, statutory, and punitive damages along with declaratory and injunctive relief for himself and all other class members. The lawsuit outlines a nationwide class and a Florida subclass, representing all consumers who purchased Cincoro tequila during the statutory period.
He demands a jury trial to settle the matter and bring transparency and accountability around the labeling and ingredients of premium spirits.
Industry Context
This lawsuit follows other recent legal challenges within the spirits industry. For example, a class action was recently filed against Diageo North America Inc. with allegations of falsely marketing “superior” tequila that was actually adulterated. Such cases highlight growing consumer scrutiny of labels, ingredients, and the integrity of premium products.
What’s Next?
As this case moves forward, consumers who purchased Cincoro tequila are encouraged to monitor updates to see if they may be eligible for compensation or inclusion in any resulting settlements.
