You’re in Manhattan, SoHo more specifically, and you’re waiting for your table at the famed pizza joint Pasquale Jones. “I’m sorry Mr. Jordan, your table isn’t ready yet.” You turn to see basketball legend, billionaire, and owner of the Charlotte Hornets, Michael Jordan, also waiting for a table, surrounded by his new friends: Lakers co-owner Jeanie Buss, Milwaukee Bucks co-owner Wes Edens and Celtics co-owner Wyc Grousbeck as well as his then-fiancée Emilia Fazzalari. ‘Must be basketball business,’ you think, but you’re wrong, these soon-to-be partners were there to talk something hotter than the NBA these days, Tequila.
By 2019, the team had pulled together and launched a line of premium Tequilas a blanco, a reposado aged 8 to 10 months, an añejo aged for 24 to 28 months, and an extra añejo, aged for as long as 44 months. Rather than distinguish the terroir of the agave that creates Cincoro, they celebrate the blend of both valley, and highland agaves that are harvested, cooked, and distilled into Tequila.
The bottle and packaging are a commissioned piece from Mark Smith, Vice President of Innovation Special Projects at Nike, while the name “Cincoro” comes from a blending of two Spanish words, “cinco” and “oro.” The portmanteau pays homage to the five founding partners and their pursuit to create the gold standard in Tequila.
