Michael Jordan with Devin Booker enjoying Cincoro at Bagatelle in St. Tropez.
Cincoro Tequila, the luxury tequila brand co-founded by Michael Jordan, is about to see a major global expansion – thanks in part to MLB Hall of Famer Derek Jeter.
Jeter is among the notable group of new investors such as Serena Williams and Dustin Johnson who are seeing to it that the tequila is at your favorite beach clubs, hotels, and restaurants wherever your travels take you this summer.
To the globetrotter who likes to be in the know, that means places like the mega-resort Baha Mar in the Bahamas, the see-and-be-seen Sass Cafe in Monaco, Bagatelle in St. Tropez and The Beverly Hills Hotel where the brand is showcased in The Polo Bar’s Star on Sunset cocktail- a combination of Cincoro Tequila blanco, mango, lime, jalapeno and agave.
In a strategic move to fuel its expansion, Cincoro has enlisted a new team of heavy hitters to its roster to help execute. Although the company isn’t disclosing the amount of the investment, a spokesperson says that the new group of high-profile names who are putting their money behind the brand bring a wealth of experience, connections, resources and ideas to Cincoro.
“Cincoro for us was always about creating a delicious tequila that we wanted to share with our friends. With the demand for premium tequila on the rise globally, expanding our team as we expand internationally was a natural next step,” says Emilia Fazzalari, the company’s co-founder and executive chairperson. “We’re following our luxury consumer to frequent summer travel hot spots to be part of their holiday celebrations.”
I interviewed Jeter this week about Cincoro’s growing global presence and his favorite places to vacation.
Derek Jeter sipping Cincoro Anejo on the rocks.
Why are you investing in tequila?
I’ve been a fan of Cincoro since Michael and the rest of the team founded the brand in 2019, and he introduced me to it. I’ve always been drawn to the authenticity, commitment to the liquid and the friendships created while enjoying Cincoro. It doesn’t hurt that it tastes great.
How did you get introduced to Cincoro? Can you share the first time you tried it and why it appealed to you?
Michael introduced me to the tequila at his home a few months before it launched, and the brand has always been supportive of my golf tournament (Derek Jeter Celebrity Invitational) in the Bahamas at Baha Mar. And you can’t drink anything else when you’re with Michael.
You've said that you enjoy relaxing with a good drink when you travel— with the global expansion of Cincoro, thanks in part to your investment, what destinations and hotels can we see Cincoro in?
Consumers will be able to indulge in Cincoro in luxury destinations like Monaco at SASS' Café and of course all venues at Baha Mar in the Bahamas. I personally love to spend time at Baha Mar with friends and family, whether we’re relaxing at the beach, dining at one of the many restaurants or hitting the golf course.
While I like traveling to places like Amalfi Coast and South of France, good tequila is often not available, and I’m looking forward to being able to enjoy my favorite tequila during my travels this summer.
Which of these places are on your travel radar at the moment?
All the new locations are on my travel radar, which is why I’ve asked to be on their sales and distribution team!
I’m excited for my upcoming travels to Italy this summer and I can’t wait to see where I’ll be able to spot Cincoro.
Now that you're a tequila fan, can you share the different ways you'll enjoy Cincoro when you hit the road?
My cocktail of choice is Cincoro Extra Añejo on the rocks, whether it’s while I’m on the golf course, in the Bahamas or just relaxing with friends and family.
What are your favorite places to vacation?
Italy - the Amalfi Coast and Capri – for the food, the scenery and vibe.
Can you give us a sneak peek inside your travel bag? What are your essentials?
Whatever my wife packs for me, but I never leave without a travel steamer.
