In the crowded world of spirits, standing out requires more than just a compelling story—it demands authenticity, vision, and a product that exceeds expectations. Cincoro Tequila, co-founded by five fierce NBA rivals, exemplifies what happens when craftsmanship meets passion. Gary Schneidkraut, Vice President of Wine and Spirits at Protis Global, sat down with Emma Medina, Senior Vice President of Marketing at Cincoro Tequila, to explore how the brand has redefined luxury tequila. Their conversation delves into the art of brand authenticity, the evolving luxury landscape, and the principles guiding Cincoro’s rise as an industry trailblazer.
At the heart of Cincoro’s journey is an origin story unlike any other. Five NBA owners—including Michael Jordan and Jeanie Buss—turned a casual dinner conversation into a bold mission to craft the gold standard of tequila. These fierce competitors, united by their shared love for the spirit, set out to create something extraordinary. The name itself, derived from “Cinco Oro” (Spanish for “Five Gold”), reflects their ambition: a tequila so refined it embodies excellence.
But it wasn’t just about creating another luxury product. As Emma shared, the founders approached the process with hands-on involvement, traveling to Mexico, tasting over 1,000 tequilas, and collaborating with master distillers. This obsessive attention to detail extended to the design of the iconic Cincoro bottle, featuring 23-degree angles as a nod to Michael Jordan’s legendary jersey number.
In an age where celebrity-backed brands often prioritize name recognition over quality, Cincoro sets itself apart. Emma emphasized that while Michael Jordan’s involvement brings attention, the brand’s foundation rests on the product’s integrity. Every detail, from the meticulously crafted liquid to the minimalist branding, reinforces its authenticity.
“Even today, Michael and Amelia [Fazelari, another co-founder] taste every batch before it’s bottled,” Emma shared. This commitment underscores a core belief: luxury is not just about exclusivity—it’s about delivering excellence at every touchpoint. For Cincoro, authenticity is not a marketing strategy; it’s the heart of the brand.
As consumer expectations shift, the definition of luxury evolves. Emma explained that the traditional, “stuffy” luxury brands are giving way to those that embrace approachability without losing their premium edge. Cincoro embodies this balance, seamlessly transitioning between high-end bars, elegant dinner tables, and celebratory moments on the golf course.
“People want luxury that feels personal,” Emma noted. “Cincoro resonates because it celebrates moments of greatness, whether you’re toasting a hole-in-one or savoring a glass at a fine restaurant.”
This approachability aligns with broader trends in spirits marketing. The rise of personalization, powered by technologies like AI and augmented reality, allows brands to connect with consumers in deeper, more meaningful ways. For Cincoro, the future of luxury marketing lies in creating experiences that blend elegance with relatability.
Cincoro’s commitment to excellence extends beyond what’s in the bottle. The brand’s iconic design, with its sleek silhouette and subtle branding, reflects the founders’ vision of creating a “trophy” for consumers. Emma described the bottle as a symbol of celebration—a personal reward for moments of achievement.
From its fire agave logo to its ability to form a perfect circle when 23 bottles are aligned, every detail tells a story of craftsmanship and innovation. In a sea of tequila brands, Cincoro stands out as a testament to the power of thoughtful design and purpose-driven branding.
The spirits industry is no stranger to change. From the rise of low- and no-alcohol products to shifts in consumer behavior driven by Gen Z, brands must adapt to remain relevant. For Cincoro, this means staying curious and embracing innovation without compromising authenticity.
Emma highlighted the importance of understanding consumers’ aspirations and fears, using these insights to guide product development and marketing strategies. She sees innovation not as an end goal but as a way to deepen connections with consumers. Whether it’s through new product offerings or fresh marketing approaches, the focus remains on delivering value and quality.
As Gary wrapped up the conversation, he reflected on the passion and dedication that define both Emma and Cincoro Tequila. The brand’s success is shining a light on what can be achieved when visionaries come together with a shared purpose. Cincoro doesn’t just sell tequila; it creates moments of connection, celebration, and greatness.
For those looking to break into the spirits industry or elevate their brand, the story of Cincoro offers a powerful blueprint: stay authentic, focus on craftsmanship, and never lose sight of the consumer.