Michael Jordan’s Cincoro drops a $150 limited Tequila

Michael Jordan-backed Cincoro Tequila has released a limited-edition expression called Añejo Reserva, priced at $149.99 for a 750mL bottle.

The release is timed for the holiday season and is available starting November 4.

The spirit is crafted from Blue Weber agave sourced from both the highlands and lowlands of Jalisco, Mexico.

The liquid was aged for 28 months in ex-Tennessee whiskey barrels.

After aging, it was blended with Cincoro's Extra Añejo.

The brand says this process resulted in a complex flavor profile.

Tasting notes include toasted oak, baking spices, cooked agave, and dark chocolate.

The presentation features a white-and-gold bottle and a matching gift box with an agave design.

Cincoro Tequila was launched in 2019 by Michael Jordan alongside Emilia Fazzalari and three other NBA-associated friends.

Fazzalari, who serves as co-founder, described the new release as bringing a new dimension to the Cincoro portfolio.

"Añejo Reserva brings a new dimension to the Cincoro portfolio, with a complex flavor profile developed through our extended aging and blending process," Fazzalari said.

She added that she and Jordan personally taste every batch before bottling to ensure each expression meets their standards of quality and craftsmanship.

"Michael Jordan and I personally taste every batch before bottling to ensure each expression meets the high standards of quality and craftsmanship we've set for Cincoro," she stated.

Jordan himself also commented on the release.

"We set out to create something special with Añejo Reserva, and I'm really proud of the result," Jordan said.

"It's smooth and delicious, and I'm excited to share it with friends and family this holiday season."

The tequila is available for purchase online and at select US retailers.

Retailers include Total Wine & More and Binny's.

It is also available at select high-end restaurants and cocktail bars.

Previous Cincoro releases have included themed bottles with sports partners AC Milan and the Los Angeles Lakers.

The brand also released a bottle designed by rapper Travis Scott.

The Añejo Reserva marks the latest addition to the Cincoro portfolio, which has built a reputation in the premium tequila segment since launching seven years ago.

Tequila is made from the blue agave plant, which takes between six and eight years to mature before harvest.

The category has seen significant growth in the US market over the past decade, with premium and ultra-premium expressions driving much of the demand.

Celebrity-backed spirits have become a major trend, with figures from entertainment and sports launching their own brands.

Michael Jordan's involvement brings a level of credibility and marketing reach that few other celebrity endorsements can match.

Jordan is widely regarded as the greatest basketball player of all time, having won six NBA championships with the Chicago Bulls.

His business ventures have included ownership of the Charlotte Hornets and numerous endorsement deals with brands like Nike, which produces the Air Jordan line of sneakers.

The Añejo Reserva release comes as the holiday gifting season begins, a critical period for spirits sales.

Many consumers look for premium, limited-edition bottles to give as gifts or to serve at holiday gatherings.

The $149.99 price point positions the bottle firmly in the luxury gift category.

Cincoro's existing portfolio includes other expressions such as Blanco, Reposado, Añejo, and Extra Añejo.

Each expression uses the same Blue Weber agave but differs in aging time and process.

Blanco is unaged, Reposado is aged between two months and one year, Añejo is aged between one and three years, and Extra Añejo is aged for more than three years.

The new Añejo Reserva uses a 28-month aging period in Tennessee whiskey barrels, which imparts flavors from the previous contents of the barrels.

Tennessee whiskey barrels are typically made from American white oak and are charred before use, which contributes to the flavor profile.

After aging, the liquid is blended with Cincoro's Extra Añejo, which adds additional depth and complexity.

The blending process is a key part of the brand's approach, allowing them to create a consistent flavor profile across batches.

Fazzalari's involvement ensures continuity in quality, as she has been with the brand since its inception.

The launch timing, just before the holiday season, is strategic for maximizing sales.

Retailers typically stock up on premium spirits in November to meet December demand.

The online availability means consumers across the country can order the bottle directly.

The Añejo Reserva is presented in a white-and-gold bottle with a gift box featuring an agave design, making it suitable for gifting.

The agave design references the plant from which all tequila is made.

Blue Weber agave is the only type of agave that can be used to make tequila under Mexican law.

The plant is grown primarily in the state of Jalisco, where the town of Tequila is located.

Tequila must be produced in specific regions of Mexico to carry the name, similar to how Champagne must come from the Champagne region of France.

The highlands and lowlands of Jalisco produce different characteristics in the agave, which can affect the final flavor of the tequila.

Highland agave is often described as producing sweeter, more floral tequilas, while lowland agave tends to produce earthier, more herbal flavors.

By sourcing from both regions, Cincoro aims to create a balanced flavor profile.

The 28-month aging period in Tennessee whiskey barrels is longer than the minimum required for Añejo classification, which is one year.

Extended aging allows the spirit to absorb more flavor from the wood, including notes of vanilla, caramel, and oak.

The use of ex-Tennessee whiskey barrels means the wood has already been used to age whiskey, which imparts additional flavor compounds.

This practice is common in the tequila industry, where used barrels from bourbon, whiskey, or wine are often employed to add complexity.

The resulting flavor profile of toasted oak, baking spices, cooked agave, and dark chocolate is designed to appeal to both tequila enthusiasts and whiskey drinkers.

Cincoro's previous collaborations with AC Milan and the Los Angeles Lakers show the brand's strategy of aligning with sports properties.

The Travis Scott-designed bottle targeted a younger, culture-conscious audience.

The Añejo Reserva appears to aim at the luxury gift market, with its premium price and elegant packaging.

Michael Jordan's personal involvement in the tasting process adds a layer of authenticity that many celebrity brands lack.

His statement about sharing the bottle with friends and family during the holidays positions the product as a personal, rather than purely commercial, endeavor.

The tequila market has become increasingly competitive, with hundreds of brands vying for shelf space.

Cincoro competes with other celebrity-backed brands such as Casamigos (co-founded by George Clooney), Teremana (owned by Dwayne Johnson), and Dos Hombres (co-founded by Bryan Cranston and Aaron Paul).

Each of these brands has carved out a distinct position in the market, with Casamigos being acquired by Diageo for up to $1 billion in 2017.

Cincoro has not disclosed sales figures, but the brand has maintained a presence in the premium segment since its launch.

The limited-edition nature of the Añejo Reserva creates scarcity, which can drive demand among collectors and gift shoppers.

Limited editions often sell out quickly, especially when backed by a figure as prominent as Michael Jordan.

The $149.99 price point is higher than many standard Añejo tequilas, which typically range from $40 to $80.

Premium Extra Añejo expressions can exceed $200, placing the Añejo Reserva in the upper-middle tier of the market.

For context, Casamigos Añejo retails for around $55, while Clase Azul Reposado, known for its hand-painted bottles, sells for about $150.

Cincoro's Añejo Reserva competes directly with other luxury tequilas in the $100-$200 range.

The holiday season is the biggest sales period for spirits in the United States.

According to industry data, November and December account for a significant portion of annual spirits sales, particularly for premium products.

Gift-giving drives much of this demand, with consumers willing to spend more on bottles they plan to present as presents.

The white-and-gold packaging is designed to stand out under Christmas lights or on a holiday table.