Cincoro, the tequila brand co-founded by former basketball star Michael Jordan along with four other prominent figures from the NBA, introduced its latest product in September in celebration of its five-year anniversary. Renowned personalities such as country singer Eric Church, DJ Khaled, and Cincoro co-owners Derek Jeter and Serena Williams attended the elegant event in New York City, which featured French Petrossian caviar. The highlight of the evening was the unveiling of Añejo Cristalino, a limited-edition tequila.
Michael Jordan, in a statement to FOX Business, noted that the endeavor, which began as a passion project, has turned into something significant, with his close associates participating in the business and savoring Cincoro globally.
The founding team of Cincoro includes Wyc Grousbeck, majority owner of the Boston Celtics; his wife and financial expert Emilia Fazzalari; Los Angeles Lakers’ Jeanie Buss; and Wes Edens of the Milwaukee Bucks.
The Añejo Cristalino, offered in a platinum chrome-finished bottle, is crafted from 100% Blue Weber Agave sourced from Jalisco, Mexico. Authentic tequila production is permitted only in five Mexican states: Guanajuato, Jalisco, Michoacán, Nayarit, and Tamaulipas.
This tequila provides a smooth blend of citrus, agave, and fruit flavors, having been aged for over 20 months in Tennessee whiskey barrels, as per the press release. Priced at $149.99, it is positioned at the higher end of the premium añejo tequila market.
Co-owner Serena Williams expressed her delight in being part of the Cincoro journey, emphasizing a commitment to quality and excellence.
During its aging process, Añejo Cristalino undergoes a filtration to enhance flavor and remove its dark color. Cincoro has been recognized for its innovative limited-edition products, including a commemorative bottle for the 2021 NBA Championship following Edens’ finals victory and a special edition released at Miami Art Basel in late 2023, featuring a design by artist Joshua Vides.
Cincoro’s range includes other expressions such as Blanco, priced at $65; Gold, a combination of four expressions at $349.99; and Extra Añejo, aged for 40 to 44 months, priced at $1,699.99.
In May, Serena Williams, along with Derek Jeter, golfers Dustin Johnson and Keegan Bradley, and DraftKings Inc. co-founders Jason Robins, Matt Kalish, and Paul Liberman, joined the brand as co-owners. Cincoro was first introduced to the market in 2019.