 | |
| Company type | Private |
|---|---|
| Industry | Distilled beverage |
| Founded | 2007 |
| Founder | Beckmann family |
| Headquarters | Jersey City, NJ, USA |
Area served | International |
Key people | Luis Felix (president and CEO) |
Number of employees | 100+ |
| Subsidiaries | Proximo Spirits UK |
| Website | www |
Proximo Spirits, Inc., is an American multinational alcoholic beverage company, with its headquarters in Jersey City, New Jersey. It is a major distributor of tequila and other spirits, it is best known for Jose Cuervo, the world's largest-selling tequila brand.[1]
Proximo owns over a dozen spirits brands, including Jose Cuervo, 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]
History
Proximo Spirits was founded in 2007 by the Beckmann family, who also owned and operated Jose Cuervo.[2] In a deal announced in March 2013, Proximo took over the Jose Cuervo distribution rights from Diageo on July 1, 2013. The deal also give Proximo Spirits control over Old Bushmills Distillery.[1][3] London-based Proximo Spirits UK was launched in July 2013.[4]Both Proximo and Cuervo are controlled by the Beckmann family,[3] descendants of Jose María Guadalupe de Cuervo.[5]
As of 2013, Proximo distributes approximately 6 million total cases per year.[6]
Proximo announced the release of TINCUP whiskey, a partnership with Stranahan's Colorado Whiskey founder Jess Graber, in 2014.[7]
In 2021, Proximo bought a majority stake in Proper No. Twelve Irish whiskey, in a deal worth up to $600 million.[8]Proximo acquired Spanish distribution firm Icon Spirits in October 2023, ending its joint venture with Maison Villevert.[9]
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
- Three Olives Vodka (available unflavored and in a wide range of flavors, 35-40% abv)
- Hangar 1 Vodka (grape-based, fruit-infused vodka from California, 40% abv)
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
- Black Dirt Distillery, Orange County New York
- Old Bushmills Distillery Irish Whiskey
- Stranahan's Colorado Whiskey (the first legal whiskey distilled in Colorado, 47% abv)[10]
- Tincup American Whiskey (whiskey made with a blend of corn, rye and malt, 42% abv)[11]
- Proper No. Twelve (Irish whiskey partially owned by Conor McGregor 40% abv) [12]
- Old Camp Whiskey (Created by country duo Florida Georgia Line - Peach Pecan Whiskey, 35% abv)
- Wolf Moon Bourbon Whiskey (Created by country stars Jason Aldean and Florida Georgia Line - Straight Bourbon Whiskey made with a blend of corn, rye, and barley malt, 40% abv)
- Virginia Black Whiskey
- Pendleton Canadian Whiskey
- The Sexton Single Malt Irish Whiskey
Gin
- Boodles British Gin (London dry gin, 45.2% abv)
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.[13] Proximo's ad campaigns have featured actor Kiefer Sutherland for Jose Cuervo;[14] actor Ray Liotta, actor Michael Imperioli and rapper Rick Ross for 1800 Tequila;[13][15][16] actor Clive Owen and rapper Lil' Kim for Three Olives Vodka;[17][18] and musician Perry Farrell for Maestro Dobel Tequila.[19]
Awards
- 2023: American Whiskey Masters, Gold Medal - Single Malt - Super Premium[20]
References
- ^ a b Noreen O'Leary, “Jose Cuervo Shifts U.S. Agencies,” Ad Week, July 1, 2013.
- ^ a b David Lincoln Ross, “Tequila All Around,” Archived 2014-02-23 at archive.today Beverage Dynamics, May 2013.
- ^ a b E.J. Schultz, “McCann Wins Cuervo as Tequila Leaves Diageo in U.S.,” Advertising Age, July 1, 2003.
- ^ Felicity Murray, “Rob Curteis joins Proximo Spirits UK,” The Drinks Report, August 29, 2013.
- ^ Dana Cimilluca, Paul Sonne and Simon Zekaria, “Diageo Ends Its Attempt to Buy Jose Cuervo Tequila,” Wall Street Journal, December 11, 2012.
- ^ Andy Young, “Proximo to Take Over Cuervo’s US Distribution,” The Drinks Business, March 4, 2013.
- ^ Hopkins, Amy (2014-01-20). "Proximo targets Bourbon lovers with Tincup". The Spirits Business. Retrieved 2024-02-02.
- ^ Smith, Christian (2021-04-28). "Conor McGregor sells majority of Proper No. Twelve to Proximo Spirits". The Drinks Business. Retrieved 2024-02-02.
- ^ Carruthers, Nicola (2023-10-19). "Proximo Spirits takes control of Spanish distributor". The Spirits Business. Retrieved 2024-04-10.
- ^ Jeffries Blackerby, “Blithe Spirits,” New York Times Magazine, November 11, 2011.
- ^ Amy Hopkins, “Proximo Targets Bourbon Lovers With Tincup,” The Spirits Business, January 20, 2014.
- ^ Seáneen Sullivan, “Conor McGregor’s new whiskey: A taste test,” The Irish Times, September 20, 2018.
- ^ a b Ken Belson, “Knicks Add Tequila to Roster of Sponsors,” New York Times, October 25, 2010.
- ^ Sam Thielman, “Ad of the Day: Kiefer Sutherland Sells It In Noir for Jose Cuervo,” Ad Week, August 7, 2013.
- ^ Tim Nudd, “Ad of the Day: Ray Liotta Says It All by Saying Nothing for 1800 Tequila,” Ad Week, October 30, 2013.
- ^ Allison Shafir, “Rapper Rick Ross Backs 1800 Tequila,” Ad Week, June 10, 2009.
- ^ Becky Paskin, “Clive Owen Stars in $20M Three Olives Vodka Adverts,” The Spirits Business, January 29, 2013.
- ^ Rose Lilah, “Lil’ Kim Signs a Deal with Three Olives Vodka,” Archived 2014-03-01 at the Wayback Machine Hot New Hip Hop, August 11, 2010.
- ^ Deidre Woollard, “Summer Recipes Featuring Maestro Dobel Tequila,” The Pursuitist. Retrieved January 29, 2014.
- ^ Kiely, Melita (2 August 2023). "The American Whiskey Masters 2023 results". The Spirits Business. Retrieved 2 February 2024.