LeBron James has an insta-famous love of wine. D-Wade has his own winery. But, there’s only one GOAT and Michael Jordan now has his own tequila.
Cincora, the new range, will not be cheap. The premium line includes a Blanco ($70), Reposado ($90), Añejo ($130) and Extra Añejo ($1600). Yes, they are asking $1600 for the 40 month aged Extra.
Cincoro buys Blue Weber Agave from farmers in Jalisco. They contract out the roasting and blending. Ex-American whiskey barrels are used for aging.
His Airness is not alone in the venture. He recruited some of his NBA pals. Of course, Jordan’s days on the hardwood have passed and his affiliation with the league is now in the role of owner of the Charlotte Hornets.
Accordingly, his team is also pulled from ownership. His partners are controversial Los Angeles Lakers owner, Jeanie Buss; co-owner of the Milwaukee Bucks, Wes Edens; and managing partners of the Boston Celtics, Emilia Fazzalari and Wyc Grousbeck.According to legend—or at least press-release, the five “friendly professional basketball rivals” met for dinner in July 2016. The conversation quickly turned to their shared love of tequila. Soon, a business was born—Cincoro is derived from Spanish for ‘Five Gold’ like five partners making golden liquor. Get it, get it?
“We set out to create a sipping tequila that is ultra-smooth, naturally rich, complex and delicious; a tequila with exceptional taste,” explains Emilia Fazzalari, Chief Executive Officer of Cinco Spirits, in a statement. “Through hard work, determination and collaboration with our amazing group of founders and extended team, we have brought to life Cincoro Tequila.”
Jordan is not stranger to marketing his name. For example, readers might be familiar with a line of sneakers called, “Air Jordans.” The Jumpman tapped these past connections also.
Mark Smith, Vice President of Innovation Special Projects at Nike, cam onboard to design the bottles. The resulting product looks—well, expensive.
Marketing materials boast, “The sleek, contemporary and unique bottle is a glass sculpture of the agave leaf that highlights the liquid with a five-sided base, showcasing the Cincoro Fire Agave icon in the punt at a 23-degree [a Jordan homage] angle, topped with a king’s crown crystal stopper.”
If you want one of these sleek bottles, you can find them online or in retail stores—but only if you live in one of 12 states. Cincoro is currently available in Arizona, California, Colorado, Connecticut, Florida, Illinois, Massachusetts, Nevada, New Jersey, New York, Washington D.C. and Wisconsin.
You can find more info on cincoro.com.