Started with five NBA team owners meeting at a dinner, Michael Jordan-co owned Cincoro Tequila has come a long way. For those unaware, the 5 NBA owners in discussion are Wyc Grousbeck and Emilia Fazzalari, Jeannie Buss, Michael Jordan, and Wes Edens. And now that their co-owned tequila brand is eying $1.8 Billion target, Grousbeck and Fazzalari revisited the original vision for the brand from MJ.

This came during a recent interview of the couple with Haute Living’s Adrienne Faurote. According to Fazzalari, the process began organically, with Jordan emerging as the true tequila connoisseur among the group. “Michael’s original concept was to create a tequila meant for sharing with friends, which is the essence of Cincoro. It is all about sharing with friends and enjoying moments together,” Grousbeck added.

This philosophy shaped the essence of Cincoro, with the group collaboratively working to refine their vision. And after testing over 1,000 tequilas across three years, they finally landed on the award-winning formula. Something that Grousbeck addressed to serve as the brand’s “North Star.”

Further in the interview, Fazzalari revealed how at its core, the brand embodies the pursuit of excellence and authenticity. The values that align closely with Michael Jordan’s ethos. “There is a ring around the bottle that says, ‘Share Truth,’ which is very special because it was a concept that Michael came up with and coined,” she said.

Keeping Michael Jordan’s original vision in mind, the brand, as mentioned earlier has come a long way. The company recently launched its holiday edition of the Añejo Cristalino, which Fazzalari discussed during an interview with Bloomberg Businessweek.

“This Cristalino is… really actually a super hot category for tequila right now…. They’re saying that the category will be about six percent of the tequila market by 2028, and it’s a really key driver of Premiumization,” Fazzalari said. Think about it—tequila is expected to hit a whopping $30.06 billion market value by 2028. And Cristalino alone could account for $1.8 billion of that. A significant milestone to achieve after the major partnership for the tequila brand earlier this year.

Michael Jordan had a full circle moment with his brand’s partnership with AC Milan

MJ’s connection with AC Milan has always been a point of intrigue for fans. Do you remember that iconic photo of MJ rocking an AC Milan jersey from the 1990-91 season? Back then, it felt like a simple nod to the club. But fast forward nearly three decades, and that casual admiration blossomed into something much bigger. A business partnership that took everyone by surprise.

Earlier this year, AC Milan announced that Jordan’s Cincoro Tequila is now the “Official Tequila of the Rossoneri.” Imagine the timing—it coincided perfectly with Cincoro’s launch into the Italian market. This move didn’t just bring luxury tequila to Italy, but also added another layer of connection between MJ and the legendary football club.

And Emilia Fazzalari couldn’t hide her excitement. “This extraordinary partnership allows us to introduce Cincoro’s rich and delicious taste to discerning Italian consumers and international travellers alike,” she shared. And AC Milan’s Chief Commercial Officer, Maikel Oettle, too, echoed the sentiment, highlighting how the club aligns with premium brands to create unforgettable experiences for fans and stakeholders.

It’s clear that from Michael Jordan’s fan following for the club to his “original” vision, all things seem to have aligned perfectly for Cincoro.