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Cincoro Tequila – National Conference, June 2023


Cincoro Tequila was launched in September 2019 by a group of basketball rivals turned allies; NBA Hall of Famer Michael Jordan, Milwaukee Bucks co-owner Wes Edens, Los Angeles Lakers owner Jeannie Buss, and Wyc Grousbeck and Emilia Fazzalari of the Boston Celtics. The vision was to create a rich and delicious tequila that was ultra-smooth with a long luxurious finish. The tequila has won 28 awards and accolades from the most competitive spirits competitions.

See below how we helped Cincoro Tequila accelerate their business and take the next step on their journey. See a video of the event here: Cincoro Tequila National Team Meeting 2023


Cincoro Tequila held its National Conference 2023 in Boston, MA with 5 key objectives, each playing a vital role in their collective success:

  1. Review and reaffirm the strategy and marketing plan. Align on goals, ensuring that they are all moving in the same direction towards their common objectives.
  2. Engage in a high-performing team and sales capability exercises. This experience will provide them with the tools and insights necessary to continuously improve as a team, enabling them to reach new levels of performance. 
  3. Facilitate peer feedback, fostering an environment of open communication and growth. The power of constructive feedback cannot be underestimated in helping individual development.
  4. Lastly, but certainly not least, this off-site provides them with an opportunity to get to know each other better, both professionally and socially. Building strong relationships within our team is essential for collaboration, trust, and effective teamwork. Connect, share experiences, and forge lasting bonds that will further strengthen the team.


The objectives of the conference were to ensure everyone’s understanding of the corporate strategy and their individual role in executing it, provide the required marketing and sales tools for effective job execution, embed sales training through experiential application, and foster high-performing team behaviors. Additionally, the conference aimed to develop trust, collaboration, and a sense of fun among the participants.


The conference venue was chosen as Boston, MA to bring together the team in the face of a volatile, uncertain, complex, and ambiguous business environment. The retreat had multiple goals: reviewing and resetting the team’s strategy and plan, aligning goals and objectives, cascading strategy and objectives throughout the organization, and celebrating the team’s accomplishments. A high-performing team workshop was conducted to enhance professional development, facilitate colleague-to-colleague feedback, and promote open communication and growth. The retreat also provided an opportunity for team members to build strong relationships and forge lasting bonds.


The conference aimed to ignite the intense pursuit of greatness within the team, inspired by the passion and meaning found in the actions of athletes, Olympians, and entrepreneurs. It encouraged the team to find continued passion and meaning in driving Cincoro to become the top luxury tequila brand. The conference emphasized that greatness arises from struggle and the journey towards excellence requires constant growth, innovation, and self-potential. The participants were encouraged to embrace a mindset of learning from each other, asking questions, and seizing opportunities for individual and collective growth. The retreat set the stage for an extraordinary future and instilled a belief that greatness awaits the entire team.

Overall, the National Conference successfully aligned the team with the Cincoro vision and strategy, equipped them with necessary tools and training, and fostered high-performing team behaviors to execute the company strategy. The conference also promoted collaboration, trust, and a sense of celebration among the participants, creating a strong foundation for future success.