Michael Jordan's drink of choice? Tequila. And not the cheap stuff poured into a weak house margarita at a tacky chain Mexican restaurant, we're talking the good, sipping tequila. The stuff the rest of us think we can afford about three drinks into the night already.
Now Jordan is getting into the tequila business with several other NBA owners - the Lakers' Jeanie Buss, the Bucks' Wes Edens, and the Celtics Wyc Grousbeck plus his then-fiancée-now-wife Emilia Fazzalari - and the brand has just launched.
Chloe Sorvino at Forbes Magazine had a more detailed breakdown about how this idea came together over a dinner they all shared at an owners' meeting in New York in 2016.
Having Jordan's name and brand attached to the product also can help sales, as Nike will happily attest.
Maybe this works, maybe it doesn't - much like the restaurant business, the liquor business is a fickle one that tends to defy expectations. These people have the money to afford a little loss, but they didn't get rich taking losses very often.
Just expect if you're sitting in the high-end seats near the court this season to watch LeBron James or Giannis Antetokounmpo or Kemba Walker, there will be certain, somewhat pricy tequila available on the menu.