Michael Jordan’s Cincoro Tequila bets big on Nigeria’s luxury boom

In the world of ultra-premium spirits, there is “top shelf,” and then there is the “Gold Standard.” Last week, the Nigerian luxury market shifted gears with the launch of Cincoro Tequila—the brainchild of five NBA legends, including Michael Jordan—made its glamorous debut at Sora Restaurant in Lagos.

The launch wasn’t just another party; it was a strategic entry into a market that has defied global economic trends to become a powerhouse for prestige spirits

Born from a 2016 dinner between rival NBA owners—Michael Jordan, Jeanie Buss (LA Lakers), Wes Edens (Milwaukee Bucks), Emilia Fazzalari, and Wyc Grousbeck (Boston Celtics)—the brand was fueled by a simple frustration: they couldn’t find a tequila that was “delicious” and smooth enough to sip neat without the characteristic throat burn.

“They realized they all have a love for tequila, but there isn’t really a tequila out there that is what they like,” explained Quentin Job, Managing Director International at Cincoro Tequila. “They wanted to create something that was smooth, had no burn on the mouth. It took them three years and 1,000 different tequilas to finally get it.”

That obsessive attention to detail—using 100 percent Blue Weber agaves from both the Highlands and Lowlands of Jalisco—has resulted in 29 awards in five years and a bottle design that has become a status symbol in its own right.

Nigeria, the World’s New “Number Two”

While the brand dominated the U.S. after its 2019 launch, its international expansion, which began in late 2023, had one specific target at the top of the list: Nigeria.

According to Quentin Job, “We’re delighted to be launching Cincoro Tequila in Nigeria, the world’s number one market for prestige tequila outside the United States,” said Quentin Job, Managing Director International at Cincoro Tequila. Nigerian consumers have long appreciated fine whiskies and cognacs, and we are now seeing a growing interest in luxury tequila, making this an exciting time to introduce Cincoro to the market. We’ve been extremely encouraged by the positive response from sophisticated consumers to Cincoro’s unique story, distinctive bottle, and rich, smooth taste profile.”

To navigate this complex and vibrant market, Cincoro partnered with a veteran in Nigerian marketing and distribution. For Shofunde Rilwan, General Manager of the Distribution Partner, the alignment between the brand’s DNA and the Nigerian spirit is seamless.

“The story of Cincoro is very related to the founder who is globally defined as a representation of what success means: Michael Jordan,” Rilwan said. He believes the brand fills a void in the local “ultra-premium” segment, offering a product that mirrors the aspirations of its drinkers.

“Important for us is to win with our consumers and let them know that as they rise to greatness, Cincoro is truly one brand that defines that aspiration,” Rilwan added. “Nigerians are very big on success and celebrations. When you achieve this greatness, Cincoro is the brand that celebrates that journey with you.”

A Multi-Sensory Launch

The entry into Nigeria is being treated with the weight of a championship final. Rather than a single event, the brand rolled out a series of activations targeting the “discerning” consumer—from media and influencers to the trade partners who move the industry.

“You can’t just come straight away,” Job admitted, reflecting on the year-long process of government approvals and planning. “You’ve got to plan… and finally, we’re here. We want to focus here. These guys [Brian Munro] are doing three different big events. Sometimes I might get one or two, but these guys are doing three.”

As the sleek, architectural bottles begin to appear in Lagos’ most exclusive lounges and private collections, the message is clear: Cincoro isn’t just selling tequila; it’s selling a piece of a legacy. In a country that values the “hustle” and the subsequent “shine,” Michael Jordan’s liquid gold has found its perfect home.