Michael Jordan’s Cincoro drops a new $150 tequila.

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

The new 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.

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

The aged liquid was then blended with Cincoro's Extra Añejo.

The brand says the process resulted in a "complex flavor profile."

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

Cincoro Tequila was launched in 2019 by Michael Jordan and four other NBA-associated friends.

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

She added: "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."

Fazzalari also said: "We're excited to introduce Añejo Reserva and share its exquisite taste with tequila enthusiasts."

Michael Jordan himself 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 bottle and gift box are white and gold, featuring an agave design.

The expression is available online and at select U.S. 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.

Cincoro has grown into one of the most recognized celebrity-backed spirits brands since its launch.

Jordan's involvement has been central to the brand's identity and marketing.

The $150 price point positions Añejo Reserva as a premium gift item for the holiday season.

The limited-edition nature of the release is expected to drive demand among collectors and tequila enthusiasts.

Añejo Tequila must be aged between one and three years in oak barrels, according to Mexican regulations.

Cincoro's 28-month aging places it near the upper end of that range.

The blending with Extra Añejo, which is aged more than three years, adds further complexity.

This release marks the latest expansion of Cincoro's product line.

The brand's core portfolio includes Blanco, Reposado, Añejo, and Extra Añejo expressions.

Añejo Reserva is the first limited-edition blend that combines Añejo and Extra Añejo liquids.

The holiday timing is strategic, as spirits sales typically spike in November and December.

Premium tequila has been one of the fastest-growing segments in the U.S. spirits market.

Celebrity-backed tequila brands have proliferated in recent years.

George Clooney's Casamigos was sold to Diageo for up to $1 billion in 2017.

Dwayne Johnson's Teremana has also seen rapid growth since its 2020 launch.

Cincoro has carved out a niche at the higher end of the price spectrum.

Jordan's personal involvement in tasting each batch is a point of differentiation.

The brand emphasizes craftsmanship and quality control in its marketing.

Fazzalari's background includes extensive experience in the spirits industry.

She previously worked at Bacardi and helped launch other premium brands.

The co-founders include Jordan, Fazzalari, and three other NBA-connected investors.

Cincoro has not disclosed exact sales figures, but industry estimates suggest steady growth.

The brand's distribution has expanded significantly since its launch.

Añejo Reserva is now available in multiple channels, including online direct-to-consumer sales.