The New Expression
Cincoro Tequila is entering the holiday premium-spirits window with an Añejo Reserva priced at $149.99 for a 750mL bottle, the brand's most expensive standard-release expression to date. The limited-edition liquid goes on sale November 4 through the brand's direct-to-consumer channel and at select retail and on-premise accounts nationwide.
The liquid is produced from Blue Weber agave sourced from both highland and lowland farms in Jalisco, Mexico — a dual-terroir approach Cincoro uses across its portfolio — then aged for 28 months in Tennessee whiskey barrels before being blended with the brand's existing Extra Añejo. The finished spirit carries notes of toasted oak, baking spices, cooked agave, and dark chocolate, according to the company's tasting notes.
Retail and On-Premise Footprint
Distribution at launch spans Total Wine & More and Binny's on the retail side, complemented by placement in select high-end restaurants and cocktail bars. The white-and-gold bottle and accompanying gift box are positioned explicitly as a premium gifting SKU, a format that has gained traction across the ultra-premium spirits segment as consumers continue to trade up during the fourth-quarter gifting cycle. At $149.99, the Añejo Reserva slots above the standard Añejo in the Cincoro lineup and targets a consumer already shopping in the luxury tequila corridor that includes competitors such as Clase Azul and Don Julio 1942.
"Añejo Reserva brings a new dimension to the Cincoro portfolio, with a complex flavor profile developed through our extended aging and blending process," said Emilia Fazzalari, co-founder of Cincoro Tequila. "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." The brand has accumulated more than 36 awards in accredited spirits competitions since its 2019 launch.
Why It Matters for the Trade
The launch reflects a broader movement in the premium tequila segment toward extended-age and blended expressions that can command retail prices well above the $100 threshold. For on-premise operators, the addition of a recognizable celebrity-backed SKU at the $149.99 price point provides a strong upsell opportunity heading into the highest-volume spirits-sales quarter of the year. Retailers with dedicated spirits gifting sections — a growing fixture at national chains — stand to benefit from the boxed presentation, which reduces the need for additional gift-wrap merchandising.
Cincoro was co-founded in 2019 by five NBA ownership-group figures: Michael Jordan, Jeanie Buss of the Los Angeles Lakers, Wes Edens of the Milwaukee Bucks, and Emilia Fazzalari and Wyc Grousbeck of the Boston Celtics. The celebrity provenance has historically driven strong earned-media lift around new SKU introductions, a dynamic that luxury spirits brands have increasingly relied on to cut through retail noise during Q4. Cincoro has not disclosed production volumes for the Añejo Reserva, but the limited-edition designation suggests tight initial allocation.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
