Move Over George Clooney, No. 23 Michael Jordan is Getting in the Game of Super-Premium Tequila
It seems on the whiskey front distillers are digging up old dead guys to slap them on a new brand of brown spirits. On the flip side when it comes to clear spirits the trend seems to be to go with a live super famous dude to launch a new product line of tequila. This time around its No. 23 – Basketball Hall of Famer Michael Jordan.
Jordan who now owns the Charlotte Hornets has partnered with some of his basketball rivals to launch their own tequila line. The product line started when Jordan met for dinner back in 2016 with Jeanie Buss Controlling Owner and President of the Los Angeles Lakers, Wes Edens Co-owner of the Milwaukee Bucks, Wyc Grousbeck Co-owner and CEO of Boston Celtics and Emilia Fazzalari CEO of Cinco Spirits Group (who recently eloped with Grousbeck). It was that dinner that started their mutual tequila journey as they discovered their mutual love of tequila and formed the foundation of a new partnership. Not long thereafter, the five new friends took the step of starting a company from scratch, ensuring their vision for a new style of tequila that was smooth on the palate, rich and complex in flavor, with a long luxurious finish.
After three years of research, blending and tasting, Cincoro Tequila is launching in September 2019. The company says Cincoro was born from a passion to create the world’s finest tequila and is uniquely made with the highest quality 100% Weber Blue agave from private farms in both the highland and lowland regions of Jalisco, Mexico. The agave is hand-selected, slow-cooked and distilled in separate small batches, creating two distinct distillates, which are then artfully blended to create four Cincoro expressions including:
- Cincoro Blanco – Unaged
- Reposado – Aged 8 to 10 Months in an underground cellar
- Añejo – Aged 24 to 28 months in an underground cellar
- Extra Añejo – Aged 40 to 44 months in an underground cellar
The signature Cincoro taste profile highlights the terroir of the agave, and each expression is a one-of-a-kind tequila experience akin to a single malt scotch, American craft bourbon or fine wine.
“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 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!”
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Bottle Punt Angled to 23 Degrees
To complement the exquisite tequila, the team commissioned Mark Smith, Vice President of Innovation Special Projects at Nike, to design the bottle, packaging and brand identity system. 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 angle, topped with a king’s crown crystal stopper. The name Cincoro, translating to “five gold” in Spanish (“cinco” meaning five, “oro” meaning gold), pays homage to the five founding partners and their pursuit to create the gold standard in tequila.
The Cincoro Tequila family portfolio offers four tequila expressions with a suggested retail price per 750mL bottle starting at $70 for Blanco, $90 for Reposado, $130 Añejo and $1,600 for Extra Añejo. Cincoro Tequila will be available in 12 markets at launch including Arizona, California, Colorado, Connecticut, Florida, Illinois, Massachusetts, Nevada, New Jersey, New York, Washington D.C. and Wisconsin.