NBA Legend Michael Jordan, along with four additional NBA partners, is launching an ultra-premium Tequila brand called Cincoro.
The bottles are composed of 4 expressions, starting at US$70 for Blanco (unaged), $90 for Reposado (aged 8 to 10 months), $130 Añejo (aged 24 to 28 months) and $1,600 for Extra Añejo (aged 40 to 44 months). The Reposado, Añejo and Extra Añejo expressions are barrel-aged in an underground cellar.
The spirit has been made with 100% Weber Blue agave from private farms in both the highland and lowland regions of Jalisco, Mexico, according to a statement from Cincoro.
The new tequila venture started when Jordan met Jeanie Buss of the Los Angeles Lakers, Wes Edens of the Milwaukee Bucks, and Emilia Fazzalari and Wyc Grousbeck of the Boston Celtics for dinner in 2016, and after “sharing stories and discovering a mutual love of tequila,” the group decided to go into business to create the new brand.
The group went on to bring Mark Smith into the project who is the vice president of innovation special projects at Nike, to develop the bottle’s design and labeling.
“We set out to create a sipping tequila that is ultra-smooth, naturally rich, complex and delicious; a tequila with exceptional taste,” said Emilia Fazzalari, chief executive officer and founding partner of Cinco Spirits, which produces the Cincoro brand.
“Through hard work, determination and collaboration with our amazing group of founders and extended team, we have brought to life Cincoro Tequila. We believe each of our four Cincoro expressions provides a unique tequila experience that can transcend the category.”
