Michael Jordan takes his Tequila business to the next level with $150 añejo reserva
The former Chicago Bulls superstar is among the wealthiest athletes in history
Michael Jordan continues to expand his business empire beyond basketball, and his latest venture is bringing a luxury tequila offering to the holiday market. Cincoro Tequila , the premium spirits brand co-founded by the NBA legend , has introduced a limited-edition Añejo Reserva , priced at $149.99 per bottle.
The new release represents another move by Jordan into the luxury consumer market, where his name and business partnerships have helped establish him as one of the most successful athlete-entrepreneurs in the world. The 750-milliliter bottle features an elegant white-and-gold design, accompanied by a matching gift box decorated with an agave-inspired pattern.
The limited-edition expression is being sold online and through selected retailers, including Total Wine & More and Binny’s, as well as at high-end restaurants and cocktail bars. The new tequila is also an opportunity to bring something different to a brand built around craftsmanship, premium ingredients and an increasingly competitive luxury spirits market.
“We set out to create something special with Añejo Reserva , and I’m really proud of the result,” Jordan said in the company’s announcement. “It’s smooth and delicious, and I’m excited to share it with friends and family this holiday season.”
How Michael Jordan’s $150 tequila is made
The Añejo Reserva distinguishes itself through an extended aging and blending process designed to deliver a more complex flavor profile than Cincoro’s existing expressions. The tequila is produced using Blue Weber agave cultivated in both the highlands and lowlands of Jalisco, Mexico, the country’s most important tequila-producing region.
Following production, the spirit spends 28 months aging in Tennessee whiskey barrels before being blended with Cincoro’s Extra Añejo , the oldest expression in the company’s portfolio. According to the brand, the resulting tequila features notes of toasted oak, baking spices, cooked agave and dark chocolate.
The combination of extended barrel aging and the addition of Extra Añejo is intended to give the release a distinctive character while maintaining the smoothness associated with the Cincoro lineup. Emilia Fazzalari, the company’s co-founder and chief executive, explained that the process reflects the standards the partners have established since launching the brand.
“ Michael Jordan and I personally taste every batch before bottling to ensure each expression meets the high standards of quality and craftsmanship we’ve set for Cincoro,” Fazzalari said. At $149.99, the Añejo Reserva occupies the premium end of the tequila market, targeting consumers looking for an upscale bottle during the holiday season.
Five NBA owners, one dinner and the creation of Cincoro
Cincoro’s origins are closely connected to the NBA , although its creation had little to do with basketball competition. The idea emerged during a dinner in July 2016, when five individuals associated with rival NBA franchises discovered they shared an interest in tequila.
The group included Jordan , then the majority owner of the Charlotte Hornets; Jeanie Buss of the Los Angeles Lakers; Wes Edens of the Milwaukee Bucks; and Wyc Grousbeck and Emilia Fazzalari, who were associated with the Boston Celtics’ ownership group.
Rather than allowing their professional rivalries to define the relationship, the five decided to explore a business opportunity together. Cincoro officially launched in 2019. Its name combines the Spanish words cinco, meaning five, and oro, meaning gold, representing the five original partners.
The company developed a portfolio featuring Blanco, Reposado, Añejo and Extra Añejo tequila, using Blue Weber agave sourced from private farms in Jalisco. Its production approach emphasizes slow cooking and small batches, while the brand says its products have collected more than 36 awards at international spirits competitions since its launch.
The Añejo Reserva represents the latest addition to that lineup, giving the company another product aimed at consumers willing to pay more for premium tequila. Michael Jordan continues building his billion-dollar business empire Jordan’s involvement with Cincoro is another example of how the six-time NBA champion has transformed his athletic success into a business empire.
At 63, the former Chicago Bulls superstar is among the wealthiest athletes in history, with Forbes estimating his net worth at approximately $4.3 billion.
