Michael Jordan–backed Cincoro tequila faces class action lawsuit over ‘100% agave’ claim

Cinco Spirits class action lawsuit overview:

• Who: Plaintiff Nabil Haschemie filed a class action lawsuit against Cinco Spirits Group LLC.
• Why: Haschemie alleges Cinco Spirits falsely advertises its Cincoro tequila as being 100% agave.
• Where: The Cinco Spirits class action lawsuit was filed in Florida federal court.

A new class action lawsuit claims Cinco Spirits Group falsely advertises its Cincoro tequila as being 100% agave despite it containing ethanol that is not derived from agave plants.

Cincoro tequila was founded by five NBA team owners: Michael Jordan of the Hornets, Emilia Fazzalari and Wyc Grousbeck of the Celtics, Jeanie Buss of the Lakers, and Wes Edens of the Bucks.

Plaintiff Nabil Haschemie claims Cinco Spirits falsely markets its Cincoro tequila brand as being made from 100% Blue Weber agave, which is considered the gold standard in tequila production.

According to the class action lawsuit, a commissioned laboratory test using a carbon isotope ratio analysis revealed that Concoro was actually adulterated with cane alcohol. 

Haschemie argues Cinco Spirits misleads consumers into paying premium prices for Cincoro tequila by claiming it is made from 100% Blue Weber agave, which is native to Jalisco, Mexico and certain surrounding areas.

“The truth is that Plaintiff failed to receive the premium, authentic Products promised by Defendant despite paying premium prices,” the Cincoro class action states.

Class action claims Cinco Spirits deceived customers as to the true nature of Cincoro tequila

Haschemie claims he and other consumers paid premium prices for Cincoro tequila based on Cinco Spirits’ representations that it was made from 100% Blue Weber agave.

In the class action lawsuit, Haschemie argues that he would not have purchased Cincoro tequila or paid less for it had he known it was not 100% agave.

Haschemie claims Cinco Spirits is guilty of negligence, negligent misrepresentation, unjust enrichment and of violating the Florida Deceptive and Unfair Trade Practices Act.

“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 Cincoro class action lawsuit states.

Haschemie wants to represent a nationwide class and Florida subclass of consumers who purchased Cincoro tequila during the applicable statute of limitations period.

He demands a jury trial and requests declaratory and injunctive relief and an award of compensatory, statutory and punitive damages for himself and all class members.

In related news, consumers recently filed a class action lawsuit against Diageo North America Inc., alleging it falsely marketed its tequila as “superior” while selling an adulterated product.

Have you purchased Cincoro tequila? Let us know in the comments.

The plaintiff is represented by Daniel S. Maland, Robert M. Stein and Sandra E. Mejia of Rennert Vogel Mandler & Rodriguez P.A.

The Cincoro tequila class action lawsuit is Haschemie v. Cinco Spirits Group LLC, Case No. 1:25-cv-23864, in the U.S. District Court for the Southern District of Florida.

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