Our regular feature, brought to you in association with Duty Free Global from Ireland, celebrates memorable scenes, moments, launches and campaigns related to the global aviation and travel retail sphere.
MALAYSIA. Today’s images, courtesy of JBrands, capture Cincoro Tequila as the premium spirits brand shifts into the fast lane for its Malaysian travel retail debut with Eraman at Kuala Lumpur International Airport.
The launch is being marked by a high-impact motorsport-themed activation, building on the momentum of the Formula 1 race held in Sepang over the weekend (2-4 October).
Themed ‘Crafted for Champions’, the campaign recreates key elements of the racetrack, from red-and-white kerbs leading travellers into the space to starting lights, racing imagery and a bold showcase of Cincoro’s distinctive bottles.
The activation showcases Cincoro’s three core expressions, including Cincoro Blanco, with fresh agave, citrus and subtle vanilla notes, and Cincoro Reposado, aged for eight to ten months, with notes of vanilla, oak and baking spices. Matured for more than 20 months, Cincoro Añejo delivers toasted oak, maple, dark chocolate and baking spice notes, rounded off by a long finish.
Founded in 2016 and launched in 2019, Cincoro was created by five NBA team owners – Jeanie Buss (Los Angeles Lakers), Wesley Edens (Milwaukee Bucks), Wycliffe ‘Wyc’ Grousbeck (Boston Celtics) with wife Emilia Fazzalari, and Michael Jordan (former owner of the Charlotte Hornets) – who bonded over a shared passion for tequila. Its name combines cinco (five) and oro (gold), reflecting the founders and their ambition to create a ‘gold standard’ in tequila.
The five-sided bottle echoes the five founders and draws inspiration from the agave leaf, while its 23-degree angle references Jordan’s famous jersey number from his playing days. The stopper bears ‘Share Truth’, reflecting the brand’s focus on genuine connections and shared experiences.
Cincoro is made from hand-selected Blue Weber agaves from Jalisco’s Highlands and Lowlands, slow steam-cooked to develop its signature richness, complexity and smoothness. The brand’s aged expressions are matured in Tennessee whiskey barrels, creating a richer profile and long finish suited to sipping or premium cocktails.
Duty Free Global, The Moodie Davitt Report’s partner for Images of the Day, is the exclusive principal for Cincoro with JBrands, supplying the brand to the distributor for the Malaysian travel retail market.
JBrands serves as Cincoro’s exclusive Malaysia travel retail distributor, working with Eraman to introduce and develop the brand across the country’s airport retail network.
The partnership combines Duty Free Global’s travel retail expertise, JBrands’ Malaysian market knowledge and Eraman’s airport retail presence. ✈
*In a past interview, we sat down with Cincoro Co-Founder and Executive Chairperson Emilia Fazzalari and Managing Director – International Quentin Job as they revealed their travel retail strategies and how this dynamic team planned to redefine the luxury spirits category. Read the full interview here.
