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Michael Jordan Tequila hits Asia with Eclipse Beverages deal
Distributor Eclipse Beverages has inked a partnership with Michael Jordan-founded Tequila brand Cincoro for key markets in the APAC region.
Cincoro Tequila has secured distribution across key APAC markets including Hong Kong, Macau, China, Korea, Japan, and Australia via a deal with Hong Kong-based distributor Eclipse Beverages.
The distributor, named the drinks business Asia‘s Drinks Company of the Year 2024, will also provide the brand with stock hubbing services out of Shenzhen, China.
Quentin Job, Cincoro managing director – international, said the Tequila brad has “great aspirations for the Asia Pacific region”.
He 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.”
Jordan launched Cincoro Tequila in 2019 with four other former NBA stars: Jeanie Buss of the Los Angeles Lakers, Wes Edens of the Milwaukee Bucks, Emilia Fazzalari and Wyc Grousbeck of the Boston Celtics.
In March, the basketball icon announced plans for a global expansion of the brand. Jordan added his “closest friends” — including tennis champion Serena Williams and former Yankee Derek Jeter — to the list of co-owners to fuel expansion overseas.
Since announcing its global growth plans earlier this year, Cincoro has secured a partnership with Italian football powerhouse AC Milan. As part of the deal, Cincoro will be served during events at the San Siro stadium.
The multi-level partnership with Eclipse Beverages will fuel the growth of Cincoro Tequila in APAC markets. The brand has also announced its intention to expand in other European markets, including the UK, France, Greece and Spain.
Cincoro Tequila is made using mature 100% Blue Weber agaves selected from both the Highlands and Lowlands of Jalisco, Mexico. All of the brand’s Tequilas begin as Cincoro Blanco and are then aged in Tennessee whiskey barrels. There are four expressions of Tequila in the range, each of which comes with a hefty price tag. The bottles start at US$70 for Blanco (unaged), $90 for Reposado (aged 8 to 10 months), $130 Añejo (aged 24 to 28 months) and $1,600 for Extra Añejo (aged 40 to 44 months).
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