It would take 40 mins more for Michael Jordan’s table at Pasquale Jones to be ready. Dinner was with Lakers co-owner Jeanie Buss, Bucks co-owner Wes Edens & Celtics co-owners Wyc Grousbeck & Emilia Fazzalari. There was a reservation though, but for the next week!
They had only exchanged pleasantries before. In a cramped space before dinner, they talked a lot about Michael Jordan’s favourite – Tequila, which they had been drinking earlier. They concluded they wanted one with a smooth, long finish like a fine cognac or whiskey
Cincoro- a portmanteau of the Spanish for 5 & gold. 5 partners & 5 players on a basketball team
Its variants retail for $130 to $1,600 a bottle. Expensive!
The response has been good. It has been sold out in many markets. The strategy is creating a cult-like following, driven by scarcity
6-8 yr old agave is hand-selected from 2 regions in Jalisco, highlands & lowlands. It is cooked for 35 hours
Michael Jordan, Fazzalari & Edens, tasted more than 1,000 blends before choosing one. But it took time to achieve the flavor profile Jordan was after
Mark Smith of Nike helped design the bottles. He worked with artisanal glassmakers in Mexico for 3 years. The bottles have 5 sides shaped loosely like an agave leaf, with a base that tilts up at 23 degrees, echoing Jordan’s jersey number
How the smartest brands are shifting from selling to serving and why the line between…
Do brands build value through love or consistent experience? Explore why habit-driven loyalty often outperforms…
Fear often drives buying more than aspiration. Learn how leading brands turn deep consumer anxieties…
Brand aesthetics shape perception, trust, and differentiation by influencing how your brand looks, feels, and…
More Than a Logo: How Leading Organisations Are Rethinking What Brand Actually Means
How Adidas turned a marathon bib into a lasting inclusion system, proving real brand purpose…