• Michael Jordan’s tequila brand is launching a new luxury blend: “Cincoro Gold” that will retail for $349.99 per bottle. It is a mixture of their white, reposado, aged and extra aged tequilas

Michael Jordan is a co-founder of the Cincoro tequila brand and is launching a new blend that is aimed at a luxury market.

The “fifth expression” of Cincoro is called Cincoro Gold, it is a mixture of all the other expressions of the brand, both aged and unaged. “Cincoro Gold joins only a handful of 100 percent Agave Gold tequilas,” notes Cincoro CEO and co-founder Emilia Fazzalari.

The new edition of Cincoro tequila will be available starting in October and will be sold at $349.99 for a 750 ml bottle. The first release will be limited to 4,000 units. It will be sold in the best retail stores in the United States.

There is an exclusive pre-release of Cincoro Gold through the luxury e-commerce platform, ReserveBar.

Jordan promises nothing less than “the best tequila in the world.” Cincoro Gold is a blend of Cincoro Blanco, Reposado, Añejo and a generous proportion of Extra Añejo that is aged in barrels for over 40 months.

According to Fazzalari, the result is an intense flavor experience, with notes of sweet honey, toasted oak, vanilla, and dried fruit.

Cincoro’s new tequila is presented in an elegant and contemporary bottle that has five sides that emulates the beauty of the agave plant and represents each of the five founders.

Jordan’s co-founders also own NBA teams. His partners are Los Angeles Lakers owner Jeanie Buss, Milwaukee Bucks co-owner Wes Edens, and Boston Celtics principal owner Wyc Grousbeck and his wife Emilia Fazzalari, who is the CEO of Cincoro.

CNBC reports that while tequila brands such as Cuervo, Patrón, Don Julio and George Clooney’s Casamigos control the majority of the market, market research data from IWSR Drinks shows that Cincoro is one of the top 20 brands in terms of contribution of retail value to the tequila category.

Cincoro was launched in 2019. In three years it has sold 1.5 million bottles nationally and has won 23 awards in accredited spirits competitions.

Cincoro Tequila is made exclusively with 100% Weber Blue agave from private farms in the highland and lowland regions of Jalisco, Mexico. The brand notes that its tequila was created to be drunk neat, though it also works to elevate cocktails.

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