Cincoro Tequila has a remarkable story. It was conceived in 2016 over a casual dinner that brought together five NBA team owners – basketball legend Michael Jordan, Jeanie Buss, Wes Edens, Wyc Grousbeck and Emilia Fazzalari. These highly competitive rivals bonded that evening over a shared love of tequila.

Together, they envisioned an extraordinary product – a tequila crafted with uncompromising attention to detail and known for its smoothness and complexity. From that vision, Cincoro (from “cinco oro”, Spanish for “five gold”, in honour of the five founders) was born, symbolising their commitment to setting a new gold standard for tequila. The founders spent years collaborating with master distillers in Jalisco, Mexico, refining the product until it achieved the standards for ultra-premium quality tequila. Cincoro blends Blue Weber agave from both the highland and lowland terroirs of Jalisco terroirs.

Pride in performance Cincoro may have star founders, but the spirit is meant to stand on its own merits thanks to refined production practices. The team devoted about six years to its development, working with distillers and agave farmers to perfect the formula. It took over a thousand iterations to achieve the tequila blend that exhibited their ideal flavour profile. “A key refinement is the use of agave from both highland and lowland regions of Jalisco,” says Nicola Hickman, brand manager at KWV, which was picked as Cincoro’s exclusive local partner in South Africa. “By artfully combining these two agave profiles, Cincoro achieves a greater complexity and smoothness than a single-source tequila. The production also follows a slow, traditional cooking of the agave piñas, or heart, in traditional ovens, which draws out richer flavours, rather than using industrial shortcuts.”

After distillation, Cincoro tequilas are aged in old American whiskey barrels (previously used for bourbon), which impart vanilla, caramel and oak notes to add more depth. “The extended ageing period and careful barrel selection give Cincoro a long, silky finish similar to fine cognac,” Nicola says.

The result is an ultra-premium tequila collection, showcased in a five-sided bottle that symbolises the brand’s five founding NBA owners and reflects its luxury positioning. Each bottle features a 23-degree angled punt, inspired by Michael Jordan’s iconic jersey number. “All these production refinements – from ingredient sourcing to ageing and packaging – add real value for the consumer,” Nicola says. “They ensure a drinking experience that’s smoother, more complex and crafted beyond the usual standards of production.”

Local distribution Cincoro wanted an experienced local ally to introduce the brand to South African consumers and KWV, with its long history in wines and spirits, was a natural fit. The brands officially teamed up earlier this year. “Cincoro’s international team has noted that markets such as South Africa are important to their global expansion,” Nicola says. “In practical terms, this means we handle the importation, marketing and distribution of Cincoro Tequila throughout the country. Our involvement is comprehensive – from managing the logistics of getting this ultra-premium spirit onto South African shores to positioning it in the right highend outlets, and educating the trade and consumers about its unique story.”

KWV offers the full range of Cincoro’s tequila to South African consumers. This includes the Cincoro Blanco, an unaged tequila, and the Cincoro Reposado, aged to develop smooth caramel and vanilla notes. The Cincoro Añejo is aged over 12 months in ex-bourbon barrels, while the top-of-the-range Cincoro Extra Añejo is matured for over 40 months – far exceeding the standard three years and allowing it to rival the complexity of fine cognac. The fifth tequila, Cincoro Gold, combines all four expressions.

Luxury market KWV plans to entrench Cincoro firmly in South Africa’s luxury spirits scene. “Our efforts are very locally attuned,” Nicola says. “We want to celebrate South African tastes and sophistication. By collaborating with local event planners, influencers and venues, we ensure that Cincoro isn’t just imported into South Africa in a literal sense but also integrates culturally to become the tequila people talk about in premium circles. Our endgame is for Cincoro to be synonymous with exclusive enjoyment – whether at an upscale rooftop bar launch or an invitation-only gala, it’ll be associated with the kind of top-tier experiences South Africa’s luxury market thrives on.”

Authenticity and origin are paramount in this market segment. “Discerning consumers want to know their tequila hails from the right region – in this case, the heartland of tequila, Jalisco, Mexico,” Nicola says. Tequila has a protected denomination of origin, so being from Jalisco isn’t just a marketing point but a requirement for true tequila. The founders understood this well, going straight to Jalisco, where the world’s best agave is grown, to craft their tequila. As tequila aficionados become more educated about production regions and methods, they increasingly prioritise origin and authenticity in their purchasing decisions. “A genuine Jalisco pedigree and the heritage it implies are incredibly important,” Nicola says. “It reassures consumers that the tequila is authentic, finely crafted at the source and reflects Mexico’s tequila-making tradition.”

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