Cincoro Tequila Appoints Pernod Ricard Veteran Agdern As PresidentFebruary 27, 2023
Cincoro Tequila has tapped industry veteran Jeff Agdern as president, effective immediately.
The move comes as Cincoro looks to build on the growth that saw it expand to an estimated 75,000 cases last year, according to Impact Databank. NBA owners Jeanie Buss of the Lakers, Wes Edens of the Bucks, Emilia Fazzalari and Wyc Grousbeck of the Celtics, and Michael Jordan of the Hornets launched the Cincoro brand in 2019, and last year the brand earned an Impact “Hot Prospect” award.“When putting together a winning team, drafting the right players is essential and Jeff was our first-round draft pick,” said Fazzalari, who serves as CEO. “He has a proven track record of driving growth, developing successful luxury portfolios, and building strong relationships with key stakeholders.”
Agdern joins the Tequila brand with more than two decades of experience in the wine and spirits industry, primarily at Pernod Ricard, where he managed Jameson as well as Pernod’s wine and Champagne portfolio. He also served as senior vice president/general manager of Pernod’s New Brand Ventures division. In his new role he’ll manage everyday operations for Cincoro while working with Fazzalari and rest of the brand’s leadership team to spur further growth.
Competing at Tequila’s high end, Cincoro last fall extended its range with a Gold expression selling at $350 a bottle. The lineup also includes Blanco ($90), Reposado ($110), Añejo ($150), and Extra Añejo ($1,700) offerings. The brand also recently launched a new national ad campaign—“Life Well Played”—across print, digital, social, and out-of-home channels, featuring a clip from the Michael Jordan documentary “The Last Dance.”—Shane English
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