From Features Desk
Cincoro Tequila, the award-winning ultra-premium brand co-founded by five NBA team owners, including Michael Jordan, has officially entered the Indian market through an exclusive partnership with Mohan Brotherss, one of India’s leading importers and distributors of premium wines and spirits.
The launch marks an important step for India’s luxury spirits sector, as Cincoro introduces refined sipping tequila to discerning Indian consumers. Crafted in Jalisco, Mexico, from 100 per cent Blue Weber agave sourced from both the Highlands and Lowlands, Cincoro offers a modern expression of tequila rooted in tradition, enhanced by innovation, and created to be savoured.
India: A Strategic Market for Global Growth
Quentin Job, Managing Director – International, Cincoro Tequila, emphasised India’s growing role in the brand’s expansion strategy: “We have been extremely impressed by the rapid evolution of consumer tastes in India and the increasing diversity within the spirits market, particularly the fast-growing prestige tequila category,” said Job.
Quentin Job, Managing Director – International, Cincoro Tequila, emphasised India’s growing role in the brand’s expansion strategy: “We have been extremely impressed by the rapid evolution of consumer tastes in India and the increasing diversity within the spirits market, particularly the fast-growing prestige tequila category,” said Job.
“We believe the delicious, smooth, and refined taste profile of Cincoro is perfectly aligned with what Indian consumers love and appreciate. We are also very pleased to be partnering with Mohan Brotherss in India, and we are confident they will do an exceptional job in securing five-star distribution and building the Cincoro brand in this exciting market,” Job added.
Tequila Consumption in India
Tequila has steadily moved beyond its traditional image as a party drink to become a spirit valued for its craft and complexity. India, with its growing base of affluent consumers and expanding luxury hospitality sector, has seen a rise in tequila appreciation. Urban millennials and seasoned collectors are increasingly drawn to sipping tequilas, favouring premium expressions that highlight authenticity and artisanal production.
Tequila has steadily moved beyond its traditional image as a party drink to become a spirit valued for its craft and complexity. India, with its growing base of affluent consumers and expanding luxury hospitality sector, has seen a rise in tequila appreciation. Urban millennials and seasoned collectors are increasingly drawn to sipping tequilas, favouring premium expressions that highlight authenticity and artisanal production.
This change reflects a wider shift in India’s drinking culture, where quality is prized over quantity. Once niche, tequila is now finding its place alongside fine whiskies and cognacs in high-end bars, private clubs, and luxury retail outlets. Cincoro’s entry builds on this trend, offering tequila for refined sipping, suited to India’s appetite for slow drinking and premium experiences.
A Strategic Partnership with Mohan Brotherss
Cincoro’s India debut is led by Mohan Brotherss, a respected name in premium beverage importation and distribution.Known for successfully introducing and nurturing global luxury brands in India’s regulated alcohol market, Mohan Brotherss brings strong regulatory expertise, market knowledge, and an established presence across luxury hospitality and retail channels.
“India represents one of the most exciting luxury spirits markets globally. Cincoro’s craftsmanship, global stature, and focus on sipping culture align perfectly with the preferences of today’s Indian luxury consumer. We are proud to partner with Cincoro to introduce this exceptional tequila to India and to build the brand as a leading name in ultra-premium tequila,” Love K. Jain,
Managing Partner, Mohan Brotherss, said.
The Evolution of Tequila
Over the past few decades, tequila has moved far beyond its image as a quick party drink. It has become a spirit associated with heritage, artistry, and regional identity. Producers have highlighted terroir, artisanal techniques, and ageing styles to display tequila’s diversity. This shift has helped tequila earn a place in the global luxury spirits conversation, where it is now appreciated alongside fine whiskies and cognacs by collectors and connoisseurs
Over the past few decades, tequila has moved far beyond its image as a quick party drink. It has become a spirit associated with heritage, artistry, and regional identity. Producers have highlighted terroir, artisanal techniques, and ageing styles to display tequila’s diversity. This shift has helped tequila earn a place in the global luxury spirits conversation, where it is now appreciated alongside fine whiskies and cognacs by collectors and connoisseurs
Global Craftsmanship Meets Indian Luxury
Produced from carefully selected agave, slow-cooked in traditional ovens and aged in American whisky barrels, Cincoro is recognised worldwide for its smoothness, complexity, and refined finish. Its portfolio includes Blanco, Reposado, Añejo, and the Gold expression, each crafted to appeal to consumers who value quality, balance, and depth of flavour.
Produced from carefully selected agave, slow-cooked in traditional ovens and aged in American whisky barrels, Cincoro is recognised worldwide for its smoothness, complexity, and refined finish. Its portfolio includes Blanco, Reposado, Añejo, and the Gold expression, each crafted to appeal to consumers who value quality, balance, and depth of flavour.
Designed to be enjoyed neat, Cincoro fits well with India’s growing preference for slow drinking and premium spirits. Its distinctive, award-winning bottle, created by former Jordan Brand designer Mark Smith, reinforces its modern luxury positioning.
Market Availability
Cincoro will be introduced in India through a phased rollout, beginning with Delhi, Mumbai, and Gurgaon. Distribution will focus on five-star hotels and luxury resorts, private members’ clubs, premium lounges, high-end retail, and gifting channels. Expansion into additional markets is planned in the coming months.
Cincoro will be introduced in India through a phased rollout, beginning with Delhi, Mumbai, and Gurgaon. Distribution will focus on five-star hotels and luxury resorts, private members’ clubs, premium lounges, high-end retail, and gifting channels. Expansion into additional markets is planned in the coming months.
Mohan Brotherss, with its strong distribution network and luxury-focused brand strategy, continues to play a key role in India’s premium beverage market.
