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.

By the time they were seated, this multibillion-dollar table was discussing the specific characteristics they wished they could find on the shelf—a tequila with a smooth, long finish like a fine cognac or whiskey.

“That was when we realized there was an opportunity in the market to create a new tequila, a better tequila,” says Fazzalari, who spent 29 years in financial services, in part developing information platforms for the energy sector, and has been heading up the project as CEO. “We let our hair down and became true friends that night.”

Tequila-fueled gamesmanship aside, the idea for Cincoro came at the right time. The United States consumes more tequila than any other nation–about 18.3 million cases last year, or 56% of global consumption, according to consultancy IWSR Drinks Market Analysis… The ultra-premium side of the American tequila market (where the starting price is $45 a bottle) is also growing fast—a 19% increase each year since 2013.

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.