Devin Booker and Michael Jordan enjoy Cincoro at Bagatelle in Saint-Tropez.
Cincoro Tequila, the premium tequila brand co-founded by Michael Jordan, is expanding globally in a big way, thanks in part to MLB Hall of Famer Derek Jeter.
Jeter is making sure that Serena Williams, Dustin Johnson and others can drink tequila at their favorite beach clubs, hotels and restaurants wherever they travel this summer He is one of the family group.
For the in-the-know world traveler, that means places like the Bahamas' mega-resort Baha Mar, Monaco's notable Sass Café, Saint-Tropez's Bagatelle, and the Beverly Hills Hotel. The brand is featured in Polo His Bar's Star on Sunset cocktail, which combines Cincoro Tequila Blanco, mango, lime, jalapeño, and agave.
In a strategic move to further its business expansion, Cincoro has added a new team of strong hitters to its roster to assist in its execution. The company did not disclose the investment amount, but a spokesperson said the new group of celebrities who are putting money into the brand brings a wealth of experience, connections, resources and ideas to Shincoro.
“For us, Cincoro has always been about making delicious tequilas that people want to share with friends. With demand for premium tequila on the rise worldwide, it was natural for us to expand our team as we expand internationally. It was a great next step,” said Emilia Fazzalari, co-founder and executive chair of the company. “We track luxury consumers who frequent summer travel hotspots as part of their holiday celebrations.”
I spoke to Jeter this week to hear about Shincoro's growing global presence and his favorite vacation destinations.
Derek Jeter drinks Cincoro Añejo on the rocks.
Why invest in Tequila?
I have been a fan of Shincoro since Michael and the rest of the team founded the brand in 2019 and he introduced me to Shincoro. I have always been drawn to Shincoro's reliability, commitment to e-liquid, and the friendships that are created while enjoying Shincoro. There's nothing wrong with being delicious.
How did you learn about Shincoro? Can you tell us about the first time you tried it and why it appealed to you?
Michael introduced me to Tequila at home a few months before its release. This brand has always supported my golf tournament (Derek Jeter Celebrity Invitational) held at Baja His Mar in the Bahamas. I'm with Michael.
You said that you enjoy relaxing with a good drink while traveling. Thanks in part to your investment, Shincoro is expanding globally, but what kind of destinations and hotels would you like to use Shincoro in? Can we see it?
Consumers will be able to enjoy Cincoro at upscale destinations such as SASS Café in Monaco and, of course, all Baha Mar venues in the Bahamas. I personally love spending time with friends and family at Baja Mar, relaxing on the beach, eating at one of the many restaurants, and hitting the golf course.
I love traveling to places like the Amalfi Coast and the South of France, but good tequilas are often hard to come by, so I'm looking forward to enjoying some of my favorites during my travels this summer.
Which of these places is currently on your travel radar?
All new locations are on my travel radar, so I asked them to join the sales and distribution team.
I’m looking forward to a trip to Italy this summer and can’t wait to see where I can meet Cincolo.
Now that you're a tequila fan, let us know the different ways you can enjoy Cincoro on the go.
My cocktail of choice is the Cincoro Extra Añejo on the Rocks, whether I'm on the golf course, in the Bahamas, or just relaxing with friends and family.
Where is your favorite place to vacation?
Italy – Amalfi Coast and Capri – Food, Views and Atmosphere.
Could I have a sneak peek inside your travel bag? What are your must-haves?
No matter what my wife packs, I never leave without a travel steamer.
