Basketball and booze have a long history, but usually, it was about beer or cheap victory champagne. Not anymore. If you look at the locker rooms or the high-end lounges in Vegas lately, you’ll see something different. Everyone is talking about tequila by the champs. It isn’t just a trend; it’s a full-blown takeover of the spirits industry by elite athletes who realized they could make more money owning the bottle than just drinking from it.
Agave is basically the new tech stock for the NBA’s elite.
The Real Reason NBA Stars Choose Agave
Why tequila? Why not vodka or whiskey? Honestly, it’s about the health-conscious brand these players have to maintain. LeBron James, Michael Jordan, and Giannis Antetokounmpo spend millions of dollars on their bodies every single year. They aren’t going to ruin that by pushing a heavy, sugar-laden liqueur. Tequila—specifically high-quality, 100% blue weber agave—is often marketed as a "cleaner" spirit. Whether or not that’s medically revolutionary is debatable, but in the world of high-performance athletes, the optics matter.
It fits the lifestyle.
When Michael Jordan launched Cincoro alongside other NBA owners like Jeanie Buss and Wes Edens, he wasn't just looking for another hobby. He wanted something that tasted like his favorite cigars smelled—rich, complex, and expensive. This isn't the $20 bottle you shot in college while regretting your life choices. This is luxury. Cincoro’s Extra Añejo can retail for over $1,500. That is a massive jump from the traditional perception of tequila as a "party-only" drink.
Tequila by the Champs: The Heavy Hitters
LeBron James didn't just stumble into the business either. His investment in Lobos 1707 changed the game. Most people don't realize that LeBron is a massive wine connoisseur, but he saw the explosive growth in the tequila category and jumped. Lobos 1707 uses a unique finishing process in Pedro Ximénez sherry wine barrels. It gives the liquid a profile that bridges the gap between a traditional agave spirit and a fine scotch or cognac.
It’s smart business.
Then you have the newcomers. Giannis Antetokounmpo recently joined the fold, bringing a global perspective to the brand. This is a guy who grew up with nothing in Greece, and now he's part-owner of a premium spirit brand. It’s a testament to how tequila by the champs has become a symbol of making it. It’s the ultimate "I’ve arrived" status symbol.
The Production Reality
Don't be fooled into thinking these guys are out in the fields of Jalisco with a coa, harvesting the piñas themselves. They are the faces and the strategic investors. The actual work happens at established distilleries (NOMs) in Mexico.
- NOM 1107: This is where the magic happens for some of the biggest names.
- NOM 1438: Known for producing dozens of different brands, including some celebrity-backed labels.
- NOM 1110: A powerhouse in the industry.
There’s a bit of a controversy here, though. Purists argue that celebrity tequilas rely too much on additives like vanilla, glycerin, or agave nectar to make the drink "smooth." Real tequila can be earthy, peppery, and a little bit harsh if you aren't used to it. The "champs" often go for a profile that appeals to the masses, which means it’s usually sweeter.
Why the Market is Exploding Right Now
The numbers are actually insane. The Distilled Spirits Council of the U.S. (DISCUS) has reported that tequila and mezcal are the fastest-growing categories in the entire spirits world, recently surpassing American whiskey in terms of revenue.
You’ve got a perfect storm. You have the "premiumization" of the category—meaning people are willing to spend $60 instead of $25. You have the social media influence of the world's most famous athletes. And you have the sheer speed of global distribution. When LeBron posts a photo of a bottle to his 150 million followers, that's more effective than a $10 million Super Bowl ad.
How to Spot a "Champ" Bottle Worth Drinking
If you're looking to try a bottle associated with these icons, you need to know what to look for. Not all of them are created equal. Some are just marketing fluff; others are genuinely world-class spirits.
- Check the NOM. This four-digit number on the back of the bottle tells you exactly which distillery produced it. Search it on Tequila Matchmaker. If the distillery produces 50 other brands, it might be a "contract brand" without much soul.
- Look for "100% Agave." If it doesn't say this, it's a "mixto," which means it's cut with cane sugar or corn syrup. That is where hangovers come from.
- Understand the Aging.
- Blanco: Unaged, pure agave flavor.
- Reposado: Aged 2-12 months. Usually a bit of oak and vanilla.
- Añejo: Aged 1-3 years. Deep, dark, and sippable.
- Extra Añejo: Aged over 3 years. This is the "baller" category.
The Cultural Impact Beyond the Court
Tequila has always been Mexican heritage. When American athletes come in, there is a responsibility to do it right. Brands like Lobos 1707 and Cincoro have had to navigate the fine line between appreciation and appropriation. The best ones are those that give back to the communities in Jalisco and Nayarit, ensuring that the farmers (jimadores) are getting a fair shake.
The "Champs" are also changing how we drink. The old way? A shot glass, a lime wedge, and a pile of salt to hide the taste. The new way? A large crystal rock, a slow pour, and maybe a twist of grapefruit. It’s about savoring the effort that went into the bottle.
Is it Actually Better?
Honestly, it depends on what you like. If you want a traditional, high-proof, "funkier" tequila, you might prefer a brand like Fortaleza or G4. These are the darling brands of the tequila nerds. They don't have NBA owners. They just have decades of tradition.
But if you want something that feels like a luxury experience—something that is consistently smooth and looks great on a bar cart—then tequila by the champs is hard to beat. There is something undeniably cool about drinking the same thing Michael Jordan drinks when he’s celebrating a big win.
Actionable Steps for Your Next Pour
Stop buying the bottom-shelf stuff. If you want to drink like the pros, start by exploring a Reposado. It’s the middle ground that usually pleases everyone. It has enough of that "cooked agave" sweetness but enough oak to satisfy a whiskey drinker.
Look for brands that are transparent about their process. Avoid anything that smells like artificial cake batter or cotton candy; that’s usually a sign of heavy additives. Instead, look for notes of black pepper, citrus, and cooked yam.
Next time you’re at a high-end liquor store, ask for the "NOM" list. It sounds nerdy, but it’s the only way to know if you’re buying a unique product or just a re-labeled version of something else. Most importantly, drink it slow. These spirits were years in the making—from the seven years it takes for an agave plant to mature to the years spent in a barrel. It deserves more than a two-second gulp.