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5 NBA players who have their own alcohol brands - LeBron James, Stephen Curry, Dwyane Wade, and more

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The Times Of Indiapublisher-detail-arrow
28th June, 2025 16:01 IST
Alcohol and sports? A combination looks rare but intriguing. Beyond basketball, NBA legends like LeBron James, Stephen Curry, Dwyane Wade, and a few more have their own alcohol brands. Recently, Stephen Curry registered the presence of his Bourbon brand, Gentleman’s Cut, at the BottleRock Concert in Napa Valley. Similarly, Dwyane Wade is well-known for his alcohol-based venture, Wade Cellars. Apparently, the pursuit of luxury and lavish tastes attracts NBA players, leading to ventures like the wine business.

Let’s dive deep into the list of 5 NBA players who have tasted success with their alcohol brands.

1. Dwyane Wade owns Wade CellarsFormer NBA superstar Dwyane Wade is known for his passion for food and beverages. With a desire to offer premium wines and to create opportunities for the underrepresented, Wade decided to venture into the wine business. He partnered with Napa Valley legend Jayson Pahlmeyer in 2014 to give a kickstart to his dream project.
Wade expanded Wade Cellars to produce wines in both the accessible and premium ranges. How to make the wine business more inclusive was the idea behind Wade Cellar’s establishment. Dwyane learned in depth about the processes and business models to impart a robust framework to Wade Cellars.

His efforts paid off, and in 2021, Wade Cellars won a place among one of the Wine Business Monthly’s Hot Brands.

2. LeBron James co-owns Lobos 1707 Tequila & MezcalLeBron James worked in the guidance of Main Street Advisors alongside his business manager, Maverick Carter, to own a premium Tequila brand, Lobos 1707. The venture was founded by Diego Osorio in 2020.

Lobos 1707 is available in different expressions, such as Joven, Reposado, Extra Añejo, and Mezcal Artesanal. Of these, the limited editions of Extra Añejo are often promoted by LeBron James.
The upscale focus on experience and quality separates Lobos 1707 from various celebrity-backed tequilas. According to a report by the Spirit Business site, LeBron James chose to invest in Lobos 1707 owing to the centuries-old barrel ageing and distillation method with which it was made.

3. Michael Jordan’s signature alcohol brand is Cincoro TequilaA chance bonding over tequila with NBA team owners like Jeanie Buss, Wes Edens, Emilia Fazzalari, and Wyc Grousbeck in 2016 led Michael Jordan to start Cincoro Tequila in 2019. When great ideas and entrepreneurs jam, the pathbreaking business ideas develop. Cincoro Tequila is the finest example of this theory.

Cin means five, and Coro means gold in Spanish. The name itself represented the five owners’ pursuit of upscale experiences. Its expressions developed in underground cellars where American whisky barrels were used for ageing.

Among the various expressions, the ultra-luxury expression is Extra Añejo, which is aged for more than three years. Another expression, Reposado, won Double Gold at the 2019 San Francisco World Spirits Competition.

Michael Jordan fulfilled his desire to amalgamate luxury and lifestyle with this alcohol brand, and presented it as ‘luxury sipping tequila,’ as reported in 19TH, a lifestyle magazine. With international expansion across continents, Cincoro Tequila has achieved a global footprint.

4. Stephen Curry owns alcohol brand - Gentleman’s Cut Kentucky Straight Bourbon Stephen Curry has diverse interests outside basketball. An alcohol brand is one of his various ventures that he works passionately for. Under his company, SC30 Inc., Curry launched a flagship bourbon brand, The Gentleman’s Cut.
He partnered with John Schwartz of Napa’s Amuse Bouche Winery and Boone County Distilling Co. in Kentucky to make his alcohol business idea a reality. The Gentleman’s Cut offers premium wine aged in fine white oak barrels for 5-7 years. It is further distilled in copper pot stills and offered in notes like vanilla, caramel, cinnamon, and a few selected others.

Stephen Curry recently launched the Player Exclusive Father and Son Edition, which is aged 16 years. He did so to mark his and his father Dell’s NBA journey.

5.CJ McCollum’s wine venture is called McCollum Heritage 91One of the various businesses that changed the food and wine landscape is CJ McCollum’s wine venture. He thought about launching the wine brand McCollum Heritage 91 during the NBA Bubble in 2020. In an interview with Decanter in 2021, he shared details about how players’ influences and vivid tastes inspired the launch of the brand.

The business idea was seeded when he stocked 84 wine bottles in his room and tried almost all at leisure. He turned his growing passion for wine into a business venture.
After partnering with Adelsheim Vineyard in the Chehalem Mountains and winemaker Gina Hennen, he introduced McCollum Heritage 91. The brand name is his idea of paying tribute to his McCollum lineage and contains his birth year, 1991, too.

By limiting the purchase to only six bottles per buyer, McCollum introduced the factor of exclusivity in the marketing plan. It paid back, and eventually, the wine business became a success.

McCollum’s wine business is known for its sustainability, as the vineyards are built in volcanic soils. His wine business is a prime example where luxury and sustainability thrive together.

Also Read: Stephen Curry enjoys offseason vibes at BottleRock Napa Valley while promoting Gentleman’s Cut Bourbon

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