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In 2019, NBA Hall of Famer Michael Jordan, Los Angeles Lakers owner Jeanie Buss, Milwaukee Bucks owner Wes Edens and Boston Celtics owners Emilia Fazzalari and Wyc Grousbeck created Cincoro Tequila.
Per Sip Whiskey, Cincoro Tequila is made using agaves sourced from private farms in both the Highlands and Lowlands of Jalisco, Mexico. The different soil qualities of these regions create unique flavor profiles in the agave grown there.
Additionally, using their proprietary cooking process, the agaves are first cooked in a traditional clay oven for 35 hours and then in a small artisanal autoclave for about 15 hours. The combination of two agave appellations and two cooking methods creates the unique Cincoro flavor profile.
The name Cincoro comes from the Spanish words for “five” and “gold”—cinco and oro—for the five founding partners and their “gold standard” tequila. The bottle comes in four different tequilas called Blanco, Reposado, Añejo and Extra Añejo.
Per Esquire, Blanco is $70 a bottle; Reposado (aged eight to 10 months) is $90; Añejo (aged 24 to 28 months) is $130; and Extra Añejo (aged 40 to 44 months) is a whopping $1,600.
The Añejo bottle was a big winner at the New York International Spirits Competition. Cincoro bottles have a 23-degree tilt at the bottom of the bottle. It's safe to say Jordan was behind that, as he wore No. 23 with the Chicago Bulls and Washington Wizards.
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Jordan, Buss, Edens, Fazzalari and Grousbeck bonded over a mutual love of tequila at a 2016 dinner, which they credit as the founding day of their partnership.
William Goodman of Spy.com had the pleasure of trying Jordan’s Cincoro Tequila, and he was surprised by how good it was:
Good news there: One sip of Cincoro’s añejo tequila and I was pleasantly surprised. The aroma is subtle but conjures notes of vanilla, caramel, and dried fruit upon an initial sniff. From there, the taste itself is sweet, but not in a way that’s overpoweringly so. Cinnamon and dark chocolate notes swirl around your palate before finishing extremely smooth with almost no bite.
All-in-all, it’s an extremely promising start for a project that could be readily and easily written off as just another celebrity endeavor. Instead, Cincoro is earning glowing reviews. And if The Last Dance reminded us of anything, it’s this: you underestimate Michael Jordan at your own peril.
So, it looks like Michael Jordan has once again topped himself.
The six-time NBA champion and Finals MVP is not only arguably the greatest basketball player of all time, but MJ is now dominating the tequila game.
