Michael Jordan is a pioneer in the basketball world in more ways than one. His unparalleled charisma is often credited for changing the game and making it achieve global recognition. Moreover, his historic $2.5 million alliance with Nike in 1984 is also the reason behind the extravagant deals that exist in the market now. MJ can also be credited for paving the way for future generations to take up entrepreneurship more seriously.
Today, Jordan has ventured out in different fields as he runs several successful businesses, and one cannot deny his valuable contributions to each one of them. However, one in particular, his tequila brand, has an added layer of contribution from the Chicago Bulls legend. So,what extra effort did MJ put, and what are some details that people often miss out on?
Michael Jordan’s Cincoro tequila
Owning a liquor company has become a massive trend in recent years. Several notable athletes, actors, models, etc. have gotten into this business. Apart from Jordan, LeBron James, and Conor McGregor, to Kevin Hart, Dwayne Johnson, and Kendall Jenner, all own their range of liquor. As the numbers are not completely disclosed, it’ll be difficult to assess who has been the most successful among those A-listers. However, that doesn’t mean we cannot marvel over the genius in design and marketing that the 6x NBA champion have showcased.
Recently, the CEO and co-founder of Cincoro Tequila, Emilia Fazzalari, was in conversation with Maxim, where she unveiled the vision behind the brand. When asked about the interesting designs of the bottles, something that not a lot of companies focus on, she said that it is all a product of MJ’s imagination. Fazzalari said, “Michael tapped Mark Smith, the former Jordan Brand creative genius, to design and develop our bottle.” She recalled Smith asking Jordan, “close your eyes and describe what you see in three words.“
Jordan’s response to the question was immediate, “sleek, contemporary, and unique”. Fazzalari also stated that the Cincoro bottles were made from premium quality glass, that allows the liquor to attract customer’s attention. She further reflected that customers can also have their bottles personalised and engraved. However, the Cincoro bottles seem to have a lot more Easter eggs than we think.
The hidden details behind Cincoro Tequila’s bottles
The Cincoro brand has been highly successful in the rather short span it has been on the market since its launch in 2019. With over 1.5 million units sold, it can be added as yet another feather in Michael Jordan’s cap. However, if we take a deep dive into the concept of their bottle designs, the brand becomes even more interesting. Based on MJ’s three words, the designers have perfectly encapsulated his legacy within the bottles.
It’s a five-sided bottle, which represents all five founders of the brand [MJ, Wes Edens, Jeanie Buss, Wyc Grousbeck, and Emilia Fazzalari]. The bottom and stopper slant 23 degrees, which represents the jersey MJ wore during his NBA days. The icing on the cake is that if you take 23 bottles and lay them on the ground, the bottles will form a circle that is the same diameter as the tip-off circle on an NBA court. Fascinating, isn’t it?