The great American basketball player is a big fan of tequila. Indeed, the characteristics of this spirit perfectly meet his needs and tastes. But that's not the only reason that prompted him to create his own. luxury tequila. Indeed, this drink launched by the star has an incredible story. It was during a discussion during a meeting with the NBA owners that Michael Jordan had the idea to create a new tequila.
Cincoro: a luxury tequila among the most expensive on the market
The story began during a meeting in 2016. Michael Jordan was scheduled to have dinner with his colleagues who were visiting New York for an NBA owners' meeting. These included Jeanie Buss, Wes Edens, Wyc Grousbeck, and his fiancée, Emilia Fazzalari. Although they were colleagues and all owned the NBA, the members of the group didn't know each other very well. But that evening, they realized that the place was only reserved for the following week. They had to wait near the reception desk and exchanged ideas about the specifics they liked to find in a bar, particularly tequila. Everyone agreed that tequila was the best low-calorie spirit that didn't cause hangovers.
The discussion about tequila brought the band members closer together that evening, and it was on that day that the idea of creating a luxury tequila was born. They then decided to launch the project and put Fazzalari at the helm as CEO. We lost our inhibitions and became real friends that night. " explained Fazzalari.
This is how Cincoro was born. In fact, the name given to the tequila reflects the five founding partners of the project, and the number therefore coincides with the number of players on a basketball team.
Cincoro quickly won over tequila enthusiasts, and Grousbeck even confirmed that 300 cases were sold in Massachusetts in the first three days of the drink's release. And second orders were received from Florida.
The success of this tequila's launch was so rapid that Cincoro sold out in four markets before its official release. And today, Cincoro has become one of the most expensive tequila brands sold to date. While a bottle of its añejo retails for $130, the Extra añejo is priced at $1600.
« Ever since that first dinner, we wanted a tequila that tasted great. It was something we wanted to create. ».
The stages of making Cincoro
To create this flavorful, noble, and luxurious drink, the agave is hand-selected from two regions in Jalisco. Harvesting only takes place after the agave has been growing for 6 or 8 years, and the plant is then cooked for 35 hours. Cincore is produced at a distillery in Jalisco that also produces bottles for 96 other brands. Once distilled, the tequila is aged in barrels for a longer period than other brands. While Casamigos añejo is aged for 14 months before bottling, Cincoro añejo remains there for 10 to 14 months longer. Extra añejo is a blend of tequilas aged for 40 to 44 months.
So far, the Cincoro founding group has not yet announced plans to create their own distillery. However, Fazzalari has confirmed that an expansion into Asia is planned for the future.
Before deciding on the composition of their tequila, Michael Jordan, Fazzalari, and Wes Edens took the time to test over 1000 different tequilas. This allowed them to find the perfect balance between smoothness, finish, and refined flavor.
Patrick.K
Find Infinity luxury news
