Cincoro Tequila Review | Celebrity Owned vs. Celebrity Invested — Does It Matter? | The Liquor Connoisseur
- connoisseurofliquo
- May 12
- 2 min read
Updated: 12 hours ago
Cincoro was founded by five NBA team owners, including Michael Jordan. Crystal and Roger ask the uncomfortable question that any honest spirits review has to ask: when a celebrity-backed tequila comes with a premium price tag, does it earn that premium on the liquid, or is it just paying for the name?
Bottle Specs
Spirit: Cincoro Tequila (Blanco, Reposado, Añejo reviewed)
Founders: Five NBA team owners including Michael Jordan
Production: Highlands and Lowlands agave blend, NOM 1173
Category: Ultra-premium tequila
Price range: Blanco ~$70, Reposado ~$90, Añejo ~$130+
The question: Does celebrity ownership affect what's in the glass?
Celebrity Owned vs. Celebrity Invested
The spirits industry has two categories of celebrity involvement: brands a celebrity creates with genuine production involvement (Cincoro, Casamigos at founding), and brands a celebrity buys a stake in after the fact (many others). Crystal and Roger draw this distinction clearly. Cincoro falls in the first category — the founders were involved in production decisions from the beginning, which matters for the liquid quality.
The Tequila Itself — Does It Earn the Price?
Crystal and Roger taste through the range and their verdict is nuanced. The liquid is genuinely high quality — the Highlands/Lowlands agave blend produces a specific and interesting flavor profile, and the production is clearly premium. The question is whether the execution justifies the price premium over excellent tequilas at 30–50% less. Their answer: it depends on what you're buying for.
Tasting Notes — The Blanco
Nose: Elevated agave character with a floral note and citrus blossom. The Highlands agave component is evident in the sweetness. Palate: Smooth and well-balanced, with cooked agave, vanilla, and a light pepper. Finish: Clean and medium-long — undeniably well-made.
🥃 Crystal & Roger's LC Recommendations
If you're buying for the occasion: Cincoro is a legitimate premium tequila that makes a statement as a gift or a celebration pour. The quality justifies the purchase.
If you're buying for the glass: At the Añejo price point, you can find expressions from smaller producers with more character. Know what you're paying for.
For the side-by-side: Cincoro Blanco vs. LALO Blanco at half the price is an instructive comparison. Both are excellent; the difference in value is significant.
LC Verdict
Cincoro is genuinely good tequila that earns its premium label on liquid quality. Whether it earns the specific price point is a values question — Crystal and Roger give you the information to decide.
Drink To Remember, Not To Forget. 🥃
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