Why Cincoro is more than "Michael Jordan's tequila"

We’re joined this episode by Emilia Fazzalari and Quentin Job of Cincoro Tequila. Cincoro is the ultra-premium tequila brand launched in 2019 by a group of NBA club owners including the legendary Michael Jordan, who it turns out is also a tequila aficionado. Also in the founding group are Emilia – the company’s executive chairperson who we’re speaking to today; her husband Wyc Grousbeck – owner of the Boston Celtics; and fellow basketball figures Jeanie Buss and Wes Edens. Our other guest today, Quentin Job, is an Asia Pacific-based drinks industry veteran who is leading the expansion of Cincoro into international markets including Australia, where it has recently arrived under a distribution agreement with Minleki Spirit Traders. From the outset, the founders aimed to create a tequila that could sit confidently alongside the world’s great luxury spirits. The team worked closely with producers in Jalisco, Mexico to develop a distinctive style, blending agave from both the highlands and lowlands to create a tequila that balances elegance with depth of flavour. Launched in 2019, Cincoro is rapidly carving out a space for itself in the competitive tequila category. But in this episode – produced in partnership with Cincoro – Emilia and Quentin are quick to emphasise that the brand’s success is about much more than star power. It’s about liquid that speaks for itself, supported by careful brand-building and a long-term commitment to quality.