Basketball star Michael Jordan launches Tequila

Sep 17, 2019by Owen Bellwood

Former basketball star Michael Jordan has partnered with fellow sports entrepreneurs to launch Cincoro Tequila.

Jordan partnered with Jeanie Buss of the Los Angeles Lakers, Wes Edens of the Milwaukee Bucks, and Emilia Fazzalari and Wyc Grousbeck of the Boston Celtics to develop the new brand. Distilled from 100% blue weber agave, Cincoro Tequila will launch blanco, reposado, añejo and extra añejo expressions. “We set out to create a sipping Tequila that is ultra-smooth, naturally rich, complex and delicious; a Tequila with exceptional taste,” said Fazzalari, chief executive officer and founding partner of Cinco Spirits. “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. We cannot wait to share Cincoro with the world!” The team commissioned Mark Smith, vice president of innovation special projects at Nike, to design the bottle and packaging, which was inspired by the shape of an agave leaf. Cincoro Tequila will be available in 12 markets when it initially launches: Arizona, California, Colorado, Connecticut, Florida, Illinois, Massachusetts, Nevada, New Jersey, New York, Washington DC and Wisconsin. It will be rolled out worldwide in 2020. Each bottled at 40% ABV, the brand's blanco, reposado, añejo and extra añejo expressions will be priced at US$70, US$90, US$130 and US$1,600 respectively.