Proximo Spirits

Proximo Spirits, Inc., is an American spirits importer and international distributor based in Jersey City, New Jersey. It is best known for importing and distributing Jose Cuervo, the world's largest-selling tequila brand.[1]

Proximo Spirits
TypePrivate
IndustryDistilled beverage
Founded2007
FounderBeckmann family
HeadquartersJersey City, NJ, USA
Area served
International
Key people
Michael J Keyes
(president and CEO)
OwnerBecle, S.A. de C.V.
Number of employees
100+
SubsidiariesProximo Spirits UK
Websitewww.proximospirits.com

History

Proximo Spirits was founded in 2007 by the Beckmann family of Mexico, who also owns and operates Jose Cuervo. Proximo owns over a dozen spirits brands, including 1800 Tequila, Three Olives Vodka, Kraken Black Spiced Rum and Boodles British Gin, as well as craft spirits such as Hangar 1 Vodka and Stranahan's Colorado Whiskey.[2] In a deal announced in March 2013, Proximo took over the Jose Cuervo distribution rights from Diageo on July 1, 2013, with plans to increase spending on marketing and innovations.[1][3] London-based Proximo Spirits UK was launched in July 2013.[4]

Within its first five years of operations, Proximo vastly increased the size of 1800 Tequila, Three Olives Vodka and Kraken Rum.[5] In 2012, 1800 Tequila was up 15% in sales from the previous year, and up 73% since 2009. Three Olives grew 18% from 2009 to 2011. Kraken Rum was launched in 2010 and went up 50% from 2011 to 2012.[6] As of 2013, Proximo distributes approximately 6 million total cases per year.[7]

Both Proximo and Cuervo are controlled by the Beckmann family of Mexico,[3] descendants of Jose María Guadalupe de Cuervo.[8]

Brands

Tequila
  • Jose Cuervo (all varieties, 35-40% abv)
  • 1800 Tequila (all varieties, 35-50% abv)
  • Gran Centenario (premium small batch 100% blue agave tequila, 38% abv)
  • Maestro Dobel Tequila (a clear 100% blue agave blend of extra añejo, añejo and reposado tequilas, 40% abv)
  • Zarco (in silver and gold varieties, 40% abv)

Vodka

Rum
  • Kraken Black Spiced Rum (Caribbean rum, 47% abv)
  • Lola Belle Cherry Rum (Caribbean rum infused with maraschino cherries, 40% abv)
  • Ron Matusalem Rum (Cuban rum produced in the Dominican Republic using the Solera aging process, 40% abv)

Whiskey
  • Pendleton Canadian Whiskey

Gin

Liqueur
  • Agavero (tequila liqueur made with 100% blue agave blended with various flavors, 32% abv)

Margaritas
  • Jose Cuervo margarita mixes (all varieties, 0%-12.7% abv)

Marketing

Proximo signed marketing agreements with the Los Angeles Lakers in 2009 and the New York Knicks in 2010, to promote 1800 Tequila at their respective stadiums.[12] Proximo's ad campaigns have featured actor Kiefer Sutherland for Jose Cuervo;[13] actor Ray Liotta, actor Michael Imperioli and rapper Rick Ross for 1800 Tequila;[12][14][15] actor Clive Owen and rapper Lil' Kim for Three Olives Vodka;[16][17] and musician Perry Farrell for Maestro Dobel Tequila.[18]

Milestones
Year Event Comments
2007 Proximo founded by the Beckmann family of Mexico[2]
2008 Begins distributing 1800 Tequila[19]
2010 Acquires Hangar 1 Vodka from St. George Spirits[20]
2011 Acquires Stranahan's Colorado Whiskey[9] Stranahan's is the first legal whiskey distilled in Colorado
2012 Acquires the bottling and packaging operations in Lawrenceburg, Indiana from CL Financial[21] Proximo uses the bottling operation to continue producing Three Olives Vodka and Kraken Rum
2013 Takes over Jose Cuervo distribution rights[1]
2013 Introduces Jose Cuervo Cinge[22] Cinnamon-infused silver tequila
2014 Announces the release of TINCUP whiskey[10] Partnership with Stranahan's founder Jess Graber

References
  1. Noreen O'Leary, “Jose Cuervo Shifts U.S. Agencies,” Ad Week, July 1, 2013.
  2. David Lincoln Ross, “Tequila All Around,” Archived 2014-02-23 at Archive.today Beverage Dynamics, May 2013.
  3. E.J. Schultz, “McCann Wins Cuervo as Tequila Leaves Diageo in U.S.,” Advertising Age, July 1, 2003.
  4. Felicity Murray, “Rob Curteis joins Proximo Spirits UK,” The Drinks Report, August 29, 2013.
  5. Becky Paskin, “Proximo Spirits Takes Over Jose Cuervo US Distribution,” The Spirits Business, March 4, 2013.
  6. “Proximo’s New Mission: Revitalizing Jose Cuervo In The U.S. Market,” Shanken News Daily, March 1, 2013.
  7. Andy Young, “Proximo to Take Over Cuervo’s US Distribution,” The Drinks Business, March 4, 2013.
  8. Dana Cimilluca, Paul Sonne and Simon Zekaria, “Diageo Ends Its Attempt to Buy Jose Cuervo Tequila,” Wall Street Journal, December 11, 2012.
  9. Jeffries Blackerby, “Blithe Spirits,” New York Times Magazine, November 11, 2011.
  10. Amy Hopkins, “Proximo Targets Bourbon Lovers With Tincup,” The Spirits Business, January 20, 2014.
  11. Seáneen Sullivan, “Conor McGregor’s new whiskey: A taste test,” The Irish Times, September 20, 2018.
  12. Ken Belson, “Knicks Add Tequila to Roster of Sponsors,” New York Times, October 25, 2010.
  13. Sam Thielman, “Ad of the Day: Kiefer Sutherland Sells It In Noir for Jose Cuervo,” Ad Week, August 7, 2013.
  14. Tim Nudd, “Ad of the Day: Ray Liotta Says It All by Saying Nothing for 1800 Tequila,” Ad Week, October 30, 2013.
  15. Allison Shafir, “Rapper Rick Ross Backs 1800 Tequila,” Ad Week, June 10, 2009.
  16. Becky Paskin, “Clive Owen Stars in $20M Three Olives Vodka Adverts,” The Spirits Business, January 29, 2013.
  17. Rose Lilah, “Lil’ Kim Signs a Deal with Three Olives Vodka,” Archived 2013-07-16 at WebCite Hot New Hip Hop, August 11, 2010.
  18. Deidre Woollard, “Summer Recipes Featuring Maestro Dobel Tequila,” The Pursuitist. Retrieved January 29, 2014.
  19. “Diageo Loses Cuervo to Proximo,” The Chuck Cowdery Blog, March 1, 2013.
  20. “News Briefs for July 6, 2011,” Shanken News Daily, July 6, 2011.
  21. Mike Boyer, “Proximo buys Lawrenceburg plant,” The Cincinnati Enquirer, January 9, 2012.
  22. “Proximo To Spend $10 Million On Jose Cuervo Cinge Launch,” Shanken News Daily, October 11, 2013.
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