Michael Jordan's Cincoro Just Bottled a Limited Añejo Reserva — and He Tastes Every Batch Himself

Cincoro, the tequila house Michael Jordan co-founded in 2019, has a new bottle for the holiday season: Añejo Reserva, a limited-edition añejo rested 28 months in Tennessee whiskey barrels and then blended with the house's own extra añejo. Robb Report reported the price at $150 a bottle. The Spirits Business reported the precise figure — $149.99 for a 750mL bottle — and Cincoro's own release carries the same $149.99 price, so the number is no longer a single report: it is the brand's stated price, confirmed in independent trade coverage.

It arrives dressed like a gift because that is the job. The bottle is white, worked in a gold agave pattern, with the Cincoro name and Añejo Reserva in gold at its foot; it is sold in a matching white-and-gold gift box with a window cut so the bottle shows through. The run is limited, no bottle count has been announced, and the brand describes it as available while supplies last.

Twenty-eight months in Tennessee whiskey barrels

The making starts with the same raw material as the rest of the line. Cincoro said in its release that the Reserva is crafted from Blue Weber agave sourced from both the highlands and the lowlands of Jalisco — the two growing regions the house has blended since its first bottling, hand-selected and slow-cooked in small batches. From there the liquid went into Tennessee whiskey barrels for 28 months, well past the one year Mexican rules require of an añejo, and was then blended with Cincoro Extra Añejo, the oldest expression in the portfolio, before bottling at 80 proof.

That barrel time is the flavor. The Spirits Business reported the tasting notes as toasted oak, baking spices, cooked agave and dark chocolate — the whiskey wood speaking first, the agave underneath it. It is a sipping build, not a mixing one: an añejo deepened by a second, older spirit rather than simply left longer in the barrel.

Tasted by the founders, every batch

The detail that separates this house from the crowded shelf of celebrity tequilas is a tasting ritual the founders claim for themselves. “Michael Jordan and I personally taste every batch before bottling to ensure each expression meets the high standards of quality and craftsmanship we've set for Cincoro,” cofounder Emilia Fazzalari said, as Robb Report reported. The Reserva went through the same gate as every other batch — the extended aging and blending, in Fazzalari's account, were about giving the portfolio a new dimension without lowering that bar.

Jordan's own verdict was shorter. “We set out to create something special with Añejo Reserva, and I'm really proud of the result,” Jordan said in Cincoro's release, carried by PR Newswire. “It's smooth and delicious, and I'm excited to share it with friends and family this holiday season.”

The ladder behind it

Cincoro launched in 2019 out of a rivalry. The five founders were NBA owners who were supposed to be competing with each other: Jordan, Jeanie Buss of the Los Angeles Lakers, Wes Edens of the Milwaukee Bucks, and Emilia Fazzalari and Wyc Grousbeck of the Boston Celtics. Serena Williams and Derek Jeter are among the athletes who have since backed the brand. Robb Report reported that Cincoro has sold more than 1.5 million bottles since launch, on a ladder that starts with a blanco from $70 and climbs to $1,700 for the extra añejo.

Against that ladder, the Reserva's $149.99 is a deliberate placement: far above the entry bottle, nowhere near the $1,700 ceiling. It is the limited, gift-ready rung — a collector's object priced for the season's giving rather than for the cellar, in the white-and-gold box the brand built for exactly that moment.

The bottle went on sale November 4, online at Cincoro's own store and at select retailers nationally — Total Wine & More and Binny's among those named — along with select high-end restaurants and cocktail bars, while supplies last. When the run is gone, the ladder goes back to its regular rungs. Until then, the white bottle with the gold agave work is the one Jordan is putting his name — and, by the house's own account, his palate — behind.