Cincoro, a tequila brand co-founded by renowned basketball player Michael Jordan along with four other NBA figures, introduced its latest expression in September, marking its five-year anniversary as a celebrity-owned enterprise. The event in New York City was attended by notable personalities such as country music artist Eric Church, DJ Khaled, and Cincoro co-owners Derek Jeter and Serena Williams. The celebration featured French Petrossian caviar and the debut of Añejo Cristalino, a limited-edition tequila offering.
In a press release to FOX Business, Michael Jordan stated, “Five years ago, we set out to create an exceptional brand and achieve the gold standard in tequila. What started as a passion project has grown into something truly special with some of my closest friends joining the business and enjoying Cincoro together, whether it’s stateside or around the world.”
The founding team of Cincoro includes Wyc Grousbeck, the majority owner of the Boston Celtics; his wife, finance expert Emilia Fazzalari; Jeanie Buss, associated with the Los Angeles Lakers; and Wes Edens from the Milwaukee Bucks. The newly introduced Añejo Cristalino is presented in a platinum chrome-finished bottle and is crafted from 100% Blue Weber Agave sourced from Jalisco, Mexico.
Only five regions in Mexico—Guanajuato, Jalisco, Michoacan, Nayarit, and Tamaulipas—have the authorization to produce authentic tequila. As per the press release, Añejo Cristalino offers smooth notes of citrus, agave, and fruit, having been aged for over 20 months in Tennessee whiskey barrels. Its retail price is set at $149.99, placing it in the upper tier of premium añejo tequilas.
Serena Williams, now a co-owner, expressed her enthusiasm in the press release, stating, “Being a part of this journey has been incredibly rewarding. I’m passionate about quality and excellence in everything I do, and that’s exactly what we strive for with Cincoro.” Añejo Cristalino, which is typically bottled immediately upon aging, undergoes a filtration process to remove color and enhance flavor.
Cincoro has also launched innovative limited-edition bottles in the past. In 2021, the brand released a commemorative bottle after Edens’ team won the NBA Championship. Later in 2023, the brand released 150 bottles of añejo at Miami Art Basel, designed by Joshua Vides, featuring a distinctive black-and-white Ben-Day dot art, priced at $649.99.
Other Cincoro expressions include Blanco, priced at $65 per bottle; Gold, a blend of four expressions costing $349.99; and Extra Añejo, which is aged underground for 40 to 44 months and is priced at $1,699.99. These expressions offer a range of tastes from wood, raisin, fig, light coffee, to dark chocolate.
In May, Cincoro welcomed Serena Williams, Derek Jeter, professional golfers Dustin Johnson and Keegan Bradley, along with DraftKings Inc. co-founders Jason Robins, Matt Kalish, and Paul Liberman, among other distinguished individuals, as co-owners. The brand first entered the tequila market in 2019.
