Michael Jordan’s Cincoro Tequila Inks Deal With Nation’s Largest Spirits Distributor

(Photo: Cincoro Tequila)

On Thursday, Cincoro inked a deal with Southern Glazer’s Wine & Spirits that will bring the glitzy basketball-backed tequila brand to a total of 43 markets across the U.S.

Southern Glazer’s has worked closely alongside Cincoro since its inception in 2019, when the brand was founded by Los Angeles Lakers owner Jeanie Buss; Milwaukee Bucks owner Wes Edens; Emilia Fazzalari and Wyc Grousbeck of the Boston Celtics; and Michael Jordan, then-owner of the Charlotte Hornets. The new agreement alongside the nation’s largest spirits distributor will expand the brand to markets including Florida, Maryland, Washington D.C., Delaware, Colorado, Minnesota and Illinois.

“We are thrilled to expand our business with Southern Glazer’s Wine & Spirits,” Jeff Agdern, CEO of Cincoro Tequila, remarked in a news release.  “With our new national alignment, we look forward to joining forces with Southern Glazer’s industry-leading capabilities and best-in-class execution to scale our brand in both new and existing markets. Additionally, as we continue to expand our luxury brand in on-premise establishments, we are excited to leverage Southern’s expertise in this area.”

No tequila has been in the headlines quite as much as Cincoro over the past year. In an apparent attempt to stand out from a crowded market (we count at least a dozen NBA-owned spirits brands, including the likes of LeBron James’ Lobos 1707 and Stephen Curry’s Gentleman’s Cut), Cincoro has made announcement after announcement intent on captivating consumers.

In May, the brand recruited myriad athletes including Serena Williams, Derek Jeter and Dustin Johnson to its star-studded co-ownership group. Elsewhere, Cincoro debuted not one but two limited-edition offerings, signed on as the official partner of Italy’s AC Milan soccer club and teed up a collaboration with the American Century Celebrity Golf Championship.

Fans of the hit 2020 docuseries “The Last Dance” also spotted Cincoro in the hands of Jordan as he talked shop about the Chicago Bulls. Never one to shy away from self-promotion, Jordan was filmed sipping the elusive Cincoro Extra Añejo, a $1,500 tequila that has cemented the brand’s reputation for opulent, not-so-attainable bottlings.

With luck, Cincoro’s new deal with Southern Glazer’s will make its tequilas slightly more attainable — even if the price tags aren’t going down anytime soon.

“Our new national distribution agreement represents an exciting expansion of an already successful relationship,” added Gene Sullivan, chief sales & marketing officer at Southern Glazer’s. “We are eager to put our full corporate capabilities to work in these new markets, ensuring we maximize Cincoro’s incredible potential.”