Michael Jordan’s Cincoro Tequila Unveils Cristalino Expression Alongside Derek Jeter, Eric Church and Serena Williams
Michael Jordan’s Cincoro Tequila celebrated its fifth anniversary in style with plenty of celebrity guests. From left: Tom Werner, Eric Church, Ben Weprin, Mark Smith, Jeanie Buss, Wyc Grousbeck, Emilia Fazzalari, Estee Portnoy, Michael Jordan, Derek Jeter, Rick Heitzman, Jason Robins. (Photo Credit: BFA/Cincoro Tequila)
Cincoro Tequila announced on Wednesday that the brand celebrated its fifth anniversary in style, with a star-studded event at Spring Studios in New York. The guest list included some major names within the celebrity spirits world, including former MLB player Derek Jeter, country singer Eric Church and Cincoro investor and tennis star Serena Williams. At the event, Cincoro unveiled a limited-release Añejo Cristalino.
“Five years ago, we set out to create an exceptional brand and achieve the gold standard in tequila,” Cincoro co-founder Michael Jordan said in a news release. “What started as a passion project has grown into something truly special with some of my closest friends joining the business and enjoying Cincoro together, whether it’s stateside or around the world.”
Cincoro’s Limited Edition Cristalino Añejo Tequila is housed in a platinum bottle with a chrome finish. The brand shared that the liquid is chosen from 100% Blue Weber Agave plants from the Highlands and Lowlands of Jalisco, Mexico. The liquid is aged for over 20 months in Tennessee whiskey barrels, adding complexity to the spirit. Afterward, the juice undergoes a filtration process to strip it of its color and leave a “sublimely smooth spirit,” with aromas Cincoro describes as consisting of fruit, citrus and agave.
Michael Jordan poses with guests and the bottle of Añejo Cristalino. (Photo: Cincoro Tequila/Facebook)
Though the spirit’s proof and suggested retail price are still under wraps, the limited-release Añejo Cristalino is set to hit retail stores in mid-September.
In 2016, Michael Jordan got together with fellow NBA owners Jeanie Buss (Los Angeles Lakers), Emilia Fazzalari and Wyc Grousbeck (Boston Celtics) and Wes Edens (Milwaukee Bucks) and had dinner. At the time, Jordan owned the Charlotte Hornets. That evening, so the story goes, they all expressed their love of tequila, and the idea for Cincoro was born. The group ended up launching the spirits brand in 2019, and since its inception, Cincoro has won multiple awards.
In July, Cincoro brought on 23-time Grand Slam champion Serena Williams as an investor. During an interview with Stephen Colbert, Williams explained that she always thought tequila was for shots, not sipping, and said Cincoro opened her eyes to the possibilities of the spirit.
“Being a part of this journey has been incredibly rewarding,” Williams said. “I’m passionate about quality and excellence in everything I do, and that’s exactly what we strive for with Cincoro.”
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