Cincoro

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.

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

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

• Premium tequila
• Luxury spirits
• Blue agave tequila
• Ultra-premium spirits
• Craft tequila brand

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. 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.
2. 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

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core 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

Named customers7 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered flagship, core and minor.

• Los Angeles LakersflagshipGTM or Marketing Partner · 17 February 2026Ongoing 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 JackflagshipStrategic or Co-development Partner · 17 November 2025Creative 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 SpiritscoreChannel Partner/ Reseller/ Distributor · 1 July 2025Strategic 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 & SpiritscoreChannel Partner/ Reseller/ Distributor · 8 January 2025National 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 MilanflagshipGTM or Marketing Partner · 23 July 2024Official 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 VidescoreStrategic or Co-development Partner · 1 July 2024Cincoro'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)minorGTM or Marketing PartnerLuxury 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 HotelminorGTM or Marketing PartnerIconic Beverly Hills establishment features Cincoro Tequila in 'Star on Sunset' cocktail combining Cincoro Blanco, mango, lime, jalapeno and agave.
• ReserveBarcoreChannel Partner/ Reseller/ DistributorPrimary online fulfillment partner for Cincoro product sales including limited editions and core expressions.
• BeMakerscoreChannel Partner/ Reseller/ DistributorOrder processing and fulfillment service provider for cincoro.com e-commerce operations.

Scale indicators6 records

Recent moves10 records

Expansion highlights5 records

Broad 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

• Instagraminstagram.com/cincoro
• Xx.com/cincoro
• Facebookfacebook.com/CincoroTequilaOfficial
• LinkedInlinkedin.com/company/cincoro-tequila

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cincoro