No athlete has ever influenced a generation quite like Michael Jordan. At a time when social media, as we know it today, didn’t exist, Jordan managed to reach every corner of the world. Even now, with social media in full swing, his influence continues to move forward quietly yet making a major impact. After the Jordan brand, another way he reached the other side of the globe is through his tequila brand. One that is set to foray into the Asia-Pacific region’s expanding alcohol market.

For this initiative, the brand has already joined hands with a renowned company that holds a significant presence in the APAC alcohol industry.

Cincoro’s partnership with Eclipse beverages 

We are well aware of the strides that MJ’s Jordan brand has made. The distribution possibilities were one of the key factors in how his Nike product became one of the most recognizable sneakers in the world. Similarly, the Cincoro brand is also expanding its presence. With this new partnership with Eclipse Beverages, the tequila brand will gain access to the emerging APAC alcohol markets. These include Hong Kong, Macau, China, Korea, Japan, and Australia. Hence, with the wide distribution capabilities and the luxury appeal of the spirit, it is also going to be a challenge for the existing liquor competitors.

The Asia-Pacific alcoholic beverages market has shown impressive growth and positive trends. It will continue to improve over the duration of 2022 to 2029. Asia has generated revenue of USD 590.6 billion in 2023. What’s more? The market share of the Asia-Pacific region was around 40.44% last year. Sources predict it is set to show a positive rate in the future.

This is undoubtedly the most fitting time for Cincoro to enter the market and continue its expansion. Speaking of the brand’s newest initiative, Cincoro’s managing director — international, Quentin Job, shared it has “great aspirations for the Asia Pacific region.”

He further said, “We’re thrilled to partner with Eclipse Beverages as we felt they offered a unique offering in the market with exceptional regional expertise, on-the-ground distribution in key markets like China, South Korea, and more, plus their in-house digital and marketing capabilities.”

What is the Eclipse Beverages?

This Hong Kong-based export management company boasts an exceptional resume with 31 years of experience in brand management and importation. The company’s essential factor helping it grow? It knows the markets in Asia. Founded by Roger Chan, it was initially simply a boutique beverage consulting firm that slowly evolved into the giant it is today.

“We believe and invest in people. Our multi-faceted team combines deep strength in beverage strategies, along with intangible attributes like relationships and reputations,” the official website read. Like the other deals, the brand will help Cincoro with its expansion and cement its name in the Asia-Pacific market.

“From local country nuances and complexities to decades of relationships with the trade. Our team is built with passionate talent, supported by advisory partners rich in experience,” it read. 

Cincoro’s strategic partnerships 

Its recent collaboration was another jaw-dropping moment. For this partnership, the Chicago Bulls legend invited his friends and legendary athletes to join the brand’s ownership group. The star-studded roster included Grand Slam Champion, Serena Williams, former pro baseball player Derek Jeter, Keegan Bradley, and more.

Well, not just in Asia, the brand is also steadily making its way into the European market, including Greece, France, Germany, and more.

No wonder there’s always a bottle of Cincoro on the Chicago Bulls legend’s table whenever he’s out vacationing in Europe. In July 2024, the brand inked a deal with the Italian football club AC Milan. The tequila brand will provide its creations for the events held at the San Siro Stadium.

The tequila brand was founded by five NBA team owners and their love for the creation. When a scheduled owners’ meeting did not take place, these five NBA team owners gathered to enjoy good food and discovered their shared passion for tequila and hence we get Cincoro.

The founding members of the brand include Charlotte Hornets’ Michael Jordan, Los Angeles Lakers‘ Jeanie Buss, Milwaukee Bucks‘ Wes Edens, Emilia Fazzalari, and Wyc Grousbeck of the Boston Celtics. The celebration of the 5th anniversary of the brand saw the attendance of all the founding members as well as special guests such as DJ Khaled, Jaylen Brown, and more.

It’s more of a new brand in the industry to have achieved such growth in such a short time. And the brand’s debut in the Asia Pacific market will only help in its expansion.

Stay tuned for more such updates and join us for the exciting second episode of the “Dual Threat Show” as our host BG12 sits down with Georgia Bulldogs star and Mountain West All-Freshman Team Selection, Asia Avinger.