Cincoro
Cincoro is a luxury tequila brand founded in 2019 by five NBA owners including Michael Jordan, producing premium 100% Blue Weber Agave expressions and celebrity co-branded limited editions for affluent consumers and luxury hospitality venues, distributed nationally via Southern Glazer's and internationally in Italy, Australia, South Africa, and the U.K.
- Company typePrivate
- Founded2019
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Cincoro does
Cincoro is a U.S.-based luxury tequila brand founded in September 2019 by five NBA team owners — Michael Jordan, Jeanie Buss (Los Angeles Lakers), Wes Edens (Milwaukee Bucks), Wyc Grousbeck (Boston Celtics), and Emilia Fazzalari — and operated under Cinco Spirits Group, LLC, headquartered in New York. The brand produces a portfolio of premium 100% Blue Weber Agave tequilas sourced from both the Highlands and Lowlands of Jalisco, Mexico, distilled at Casa Maestri (NOM 1438). Its core range comprises five expressions — Blanco, Reposado, Añejo (aged 20+ months in Tennessee whiskey barrels), Extra Añejo, and Gold (a blend of the four) — plus a specialty Añejo Cristalino. Limited editions and collaborations with Travis Scott's Cactus Jack, Joshua Vides, the Los Angeles Lakers, and AC Milan drive collector demand at price points from $149.99 to $5,000 per bottle.
Cincoro's business model rests on premium one-time sales through three concurrent channels: wholesale distribution via Southern Glazer's Wine & Spirits (43 U.S. markets as of January 2025) and an exclusive U.S. sales agent relationship with Craft & Art Wine and Spirits effective July 2025; direct-to-consumer e-commerce at cincoro.com fulfilled by ReserveBar and BeMakers; and specialty retail at Total Wine & More, Binny's, BevMo!, plus exclusive Southern California placements. The company monetizes standard expressions at $92-150 per 750ml and limited/ultra-premium editions at $295-5,000, with on-premise visibility in luxury hospitality (1 Hotel, Baccarat Hotel, Chateau ZZ's, Gravitas, Polo Bar, Baha Mar) supporting cocktail-program pull-through.
The go-to-market is event-driven and celebrity-anchored, leveraging co-founder and investor networks (Serena Williams, Derek Jeter, Dustin Johnson, Michael Strahan, RedBird Capital, Silver Lake's Egon Durban, DraftKings co-founders joined in July 2024) plus official sports partnerships (Lakers, AC Milan) to drive PR, scarcity, and cultural relevance. Geographic reach now spans the U.S., Italy (via AC Milan since July 2024), Australia and South Africa (April 2025), and the U.K. (September 2025). The brand has accumulated 29+ accredited spirits competition awards and operates with an 11-50 person team reliant on outsourced production.
Cincoro firmographics
Firmographics- Name
- Cincoro
- Legal name
- Cinco Spirits Group, LLC
- Website
- https://cincoro.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Cincoro is a luxury tequila brand founded in 2019 by five NBA owners including Michael Jordan, producing premium 100% Blue Weber Agave expressions and celebrity co-branded limited editions for affluent consumers and luxury hospitality venues, distributed nationally via Southern Glazer's and internationally in Italy, Australia, South Africa, and the U.K.
- Ownership category
- akta.pro rank
Cincoro industry classification
Industry- Product category
- Luxury Spirits
- NAICS
- Distilleries (312140), Beer, Wine, and Liquor Retailers (4453)
- SIC
- Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Fine Wine & Luxury Spirits Retail (CRANABAE)
Keywords
Where Cincoro is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Cincoro business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Tequila Product Sales: Direct sales of premium tequila expressions (Blanco, Reposado, Añejo, Extra Añejo, Gold, Cristalino) through e-commerce, retailers, and distribution partners. Limited edition and collaboration bottles command premium pricing.
- Wholesale Distribution: Revenue through Southern Glazer's Wine & Spirits and Craft & Art Wine and Spirits distribution network, supplying retailers including Total Wine & More, Binny's, and BevMo!.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard Expression Tequilas |
| One time/ perpetual license | Pay-as-you-go | Ultra-Premium Limited Editions |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels6 records
Cincoro product offering
Product offeringCore offering
Cincoro is a luxury tequila brand that produces premium tequila distilled from 100% Blue Weber Agave. The company operates as a private, for-profit spirits business headquartered in New York, founded in 2019 by five co-founders including Michael Jordan, Jeanie Buss, Wes Edens, Wyc Grousbeck, and Emilia Fazzalari. The brand is legally organized as Cinco Spirits Group, LLC.
Product overview
Cincoro is a luxury tequila brand offering a portfolio of premium tequila expressions crafted from 100% Blue Weber Agave sourced from the Highlands and Lowlands of Jalisco, Mexico. The core lineup consists of five expressions: Blanco (unaged), Reposado (oak-aged), Añejo (aged over 20 months), Extra Añejo (aged 3+ years), and Gold (a blend of all expressions). The brand also produces specialty products including Añejo Cristalino (filtered aged tequila), limited-edition collaborations (Travis Scott's Cactus Jack, Joshua Vides artist series, Los Angeles Lakers, and AC Milan), and ultra-premium Founder's Series. Produced at Casa Maestri distillery (NOM 1438), the brand has won over 29 awards in accredited spirits competitions and is co-founded by NBA legends including Michael Jordan, with distribution through Southern Glazer's Wine & Spirits and Craft & Art Wine and Spirits.
Differentiator
Problem solved
Functional benefit
Brands
- Cincoro: Core luxury tequila brand including Blanco, Reposado, Añejo, Extra Añejo, Gold, and Añejo Cristalino expressions.
- Cincoro Jack
- Cincoro x Lakers Special Edition
- Cincoro x AC Milan
Products and services
- Cincoro Tequila Premium tequila made from 100% Blue Weber Agave, positioned as a luxury spirits offering for affluent consumers, spirits enthusiasts, and gift purchasers. Cincoro is the flagship product of the Cinco Spirits Group, LLC (Cincoro) brand.
Quantifiable outcome
- 29+ awards in accredited spirits competitions within 5 years
- +2 more outcomes
Companies that use Cincoro
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles1 record
Cincoro technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Cincoro partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered flagship, core and minor.
- Los Angeles LakersflagshipOngoing collaboration celebrating Lakers franchise through special-edition Añejo tequila released February 2026. Limited collector's añejo aged over 20 months at $139.99 for 750ml, featuring purple and gold ombre finish inspired by Lakers' iconic jersey colors. Liquid personally selected by Los Angeles Lakers Governor and Cincoro Co-Founder Jeanie Buss.
- Travis Scott / Cactus JackflagshipCreative collaboration releasing limited-edition 'Cincoro Jack' Añejo tequila in November 2025. Custom design and hand-selected liquid aged 26 months at $149.99 for 750ml. Fuses Cactus Jack's aesthetic with Cincoro's refined style. Includes one-of-a-kind 1.75L bottle auctioned at London's Annabel's for $13,500. Partnership aims to introduce Cincoro to new generation of consumers through Travis Scott's cultural influence and global reach.
- Craft & Art Wine and SpiritscoreStrategic partnership appointing Craft & Art as exclusive U.S. sales agent effective July 1, 2025. The collaboration leverages Craft & Art's national sales, marketing, and operations platform alongside Cincoro's existing distributor relationships including Southern Glazer's to accelerate presence in key national markets throughout 2025 and beyond.
- Southern Glazer's Wine & SpiritscoreNational distribution agreement signed January 8, 2025, expanding Cincoro's distribution to 43 U.S. markets. Southern Glazer's has worked alongside Cincoro since its founding in 2019 and will expand distribution to seven additional markets including Florida, Maryland, Washington D.C., Delaware, Colorado, Minnesota, and Illinois.
- AC MilanflagshipOfficial partnership announced July 2024 making Cincoro the Official Tequila of AC Milan. Partnership includes ultra-exclusive limited-edition 125th Anniversary bottle (125 bottles at €295), brand availability in San Siro stadium hospitality spaces, and AC Milan Flagship Store sales. Marks launch of global expansion in Italy with 550 million AC Milan fans worldwide.
- Joshua VidescoreCincoro's first creator collaboration featuring Joshua Vides' signature black-and-white linework style on limited-edition añejo bottle. Only 150 units produced with signed and numbered Vides sketch included. Three-year development process with liquid hand-selected by Michael Jordan and Emilia Fazzalari. Released during Miami Art Week.
- Baha Mar (Bahamas)minorLuxury resort destination where Cincoro is showcased as part of global expansion, particularly at Derek Jeter Celebrity Invitational golf tournament.
- The Polo Bar at The Beverly Hills HotelminorIconic Beverly Hills establishment features Cincoro Tequila in 'Star on Sunset' cocktail combining Cincoro Blanco, mango, lime, jalapeno and agave.
- ReserveBarcorePrimary online fulfillment partner for Cincoro product sales including limited editions and core expressions.
- BeMakerscoreOrder processing and fulfillment service provider for cincoro.com e-commerce operations.
Scale indicators6 records
Recent moves10 records
Expansion highlights5 records
Cincoro competitors and assessment
Company assessmentBroad incumbents
- Don Julio: Premium tequila portfolio owned by Diageo with Blanco, Reposado, Añejo, and ultra-premium 1942 expression. Competes with Cincoro across core and ultra-premium tiers with materially larger marketing budgets.
- Patrón Tequila: Largest premium tequila brand globally, owned by Bacardi, with broad Silver, Reposado, Añejo, and Gran Patrón ultra-premium tier. Sets the category benchmark Cincoro competes against in on-premise accounts and competes directly with Gran Patrón at the ultra-premium tier.
- Gran Patrón: Ultra-premium tier of Patrón with Piedra, Burdeos, and limited-edition expressions at $300-$7,500. Direct competitor to Cincoro's Añejo Cristalino, Extra Añejo, and Founder's Series SKUs in the ultra-premium segment.
Direct peers
- Casa Dragones: Ultra-premium sipping tequila with Joven, Añejo, and Extra Añejo expressions at $150-$250+ per bottle. Operates in the same ultra-premium sipping segment as Cincoro with similar gifting, hospitality, and collector use cases.
- Clase Azul: Ultra-premium Mexican tequila positioned as luxury gift and collectible, with distinctive decanters and $100-$3,000+ price points. Directly competes with Cincoro in the same on-premise and gifting occasions, and shares a celebrity-adjacent luxury positioning.
- DeLeón Tequila: Celebrity-backed premium tequila with luxury positioning and limited-edition collaborations. Directly comparable to Cincoro's premium-tier celebrity-anchored strategy.
- 818 Tequila: Celebrity-founded (Kendall Jenner) premium tequila acquired by Diageo. Direct peer with the same celebrity-anchored luxury positioning and similar Blanco/Reposado/Añejo portfolio structure.
- Casamigos: Celebrity-founded (George Clooney) premium tequila acquired by Diageo for $1B in 2017. Closest analog to Cincoro's celebrity-founder playbook and premium positioning, though at a larger scale post-acquisition.
Emerging players
- Código 1530: Premium tequila with celebrity backing (George Strait) and private barrel program. Targets similar luxury sipping and gifting occasions as Cincoro at comparable ultra-premium price points.
- Tequila Fortaleza: Premium craft tequila emphasizing traditional tahona production and additive-free credentials. Competes with Cincoro in premium on-premise accounts among consumers seeking authentic, quality-focused tequila experiences.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Cincoro social profiles
Digital presenceCincoro financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cincoro leadership team
Management profileNumber of profiles
Profiles5 records
Cincoro funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cincoro M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cincoro
What does Cincoro do?
Cincoro is a luxury tequila brand that produces premium tequila distilled from 100% Blue Weber Agave. The company operates as a private, for-profit spirits business headquartered in New York, founded in 2019 by five co-founders including Michael Jordan, Jeanie Buss, Wes Edens, Wyc Grousbeck, and Emilia Fazzalari. The brand is legally organized as Cinco Spirits Group, LLC.
Is Cincoro a public or private company?
Cincoro is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Cincoro founded?
Cincoro was founded in 2019. It employs 11 to 50 people.
Where is Cincoro based?
Cincoro is headquartered in New York, United States, in the North America region.
How does Cincoro make money?
Two revenue lines are on record. Tequila Product Sales are the primary driver. The others are wholesale Distribution.
Who are Cincoro's main competitors?
Broad incumbents on record are Don Julio, Patrón Tequila and Gran Patrón. Direct peers are Casa Dragones, Clase Azul, DeLeón Tequila, 818 Tequila and Casamigos. Emerging players are Código 1530 and Tequila Fortaleza.
Does Cincoro have an API?
No public API is recorded for Cincoro.
What industry is Cincoro in?
Cincoro's product category is Luxury Spirits. Its primary akta.pro industry code is CRANABAE, Fine Wine & Luxury Spirits Retail. Its NAICS code is 312140 and its SIC code is 5180.