Liquor has become the go-to investment for NBA stars, but Charles Barkley isn’t just jumping on the bandwagon. He’s redefining what athlete‑led spirits can achieve. While fans know him best for trading jabs with Shaq and dropping hot takes on Inside the NBA, behind the scenes, Barkley’s been pouring his energy into something much more personal: Redmont Vodka. This isn’t a typical celebrity endorsement—he’s fully invested, pushing boundaries like Deadpool breaking the fourth wall and refusing to follow the usual script.
Back in 2019, Barkley poured capital into Redmont Vodka, a small Birmingham-based brand founded in 2015. A longtime lover of a good drink, Barkley saw genuine potential and wanted more than just a name on a bottle—he wanted ownership, control, and a real legacy. His commitment? Let’s just say it was crystal clear when he rolled into the Spittin’ Chiclets podcast hungover… from sipping his own product.
His pitch drew comparisons to Ryan Reynolds’s Aviation Gin. “He sold his for $600 million. I’d like to do that, just for the record,” Barkley said, referring to Reynolds’ sale of Aviation Gin to Diageo for $610 million. He’s not stopping there, either — “At some point, I’d like to go to tequila because I love great tequila,” he added, with the tequila industry being valued at $14-15 billion in 2024-25 alone.
GLENDALE, ARIZONA – APRIL 08: Basketball analyst Charles Barkley on air before the National Championship game between the Purdue Boilermakers and the Connecticut Huskies at State Farm Stadium on April 08, 2024 in Glendale, Arizona. (Photo by Mitchell Layton/Getty Images)
Building on this momentum, Barkley took things further in December 2023 by announcing a partnership deal that sprinkles multiple Redmont-branded bars throughout State Farm Arena, home of the Hawks and one of America’s ten busiest concert stops. More pour spots equals more eyeballs (and sips) for Barkley’s label every game night and show.
Redmont’s CEO, Eleanor Estes, is thrilled with the collaboration. “It’s within our footprint. We have a strong presence there. And it’s an incredible organization to partner with,” she said. And the plan doesn’t stop at the arena—Redmont aims to expand across Georgia, tapping into a growing market with Barkley’s star power giving it a prime home-court advantage
But before Chuck steps into the tequila game, he could do well to take a few tips from his court-side competitors.
Charles Barkley is not alone at the bar
If Barkley is serious about getting into tequila, he’s stepping into a booming—but already crowded—arena. And the biggest name casting a shadow over the space? Michael Jordan. Long before Barkley even mentioned his tequila dreams, MJ had already done the groundwork. The idea for Cincoro was conceived back in 2016 by a group of NBA team owners, and it finally launched in 2019. Jordan personally tested 1,000 blends before locking in the perfect one, with the goal of balancing “smoothness and finish.” And that attention to detail paid off—Breakthru Beverage’s rep needed just one sip to agree to be their distributor.
Meanwhile, LeBron James is playing the long game with Lobos 1707, which he joined in 2020 as one of its earliest investors. Staying in the background as a strategic ambassador, Bron let the brand’s story and quality shine, but still managed to bring big names like Rich Paul, Anthony Davis, and Draymond Green on board. Like Cincoro, Lobos emphasizes tradition—its tequila is sourced from 100% blue Weber agave, aged in Pedro Ximenez wine barrels, and produced using the solera method.
In 2022, Lobos stunned the industry by winning Best Reposado Tequila at the San Francisco World Spirits Competition, beating over 100 brands and even edging out Jordan’s Cincoro in the process. That competition featured 5,000 brands overall—proof that Bron’s tequila isn’t just another celeb bottle on a shelf.
Carmelo Anthony joined the tequila game in 2022 with his luxury brand VII(N) The Seventh Estate, co-founded with Asani Swann. But Melo didn’t stop there—he partnered with 1800 Tequila for campaigns in 2023 and 2024, including the Holiday Drop Shop launch during a Knicks-Cavs game, where he rocked a custom varsity jacket and sipped his signature 1800 Espresso Martini courtside.
This season, he starred in a festive 1800 video saying, “Let’s send them something special this year,” while name-dropping folks like Denis Bouanga and Sabrina Ionescu. The campaign, in partnership with DoorDash, blends Melo’s taste with serious reach, just like his game.
MJ might have the elegance, LeBron the trophies, and Melo the finesse—but Barkley has something none of them do: a homegrown hustle and zero filter. When Barkley finally debuts tequila, expect it to be as bold as he is.
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