Proximo Spirits
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Company type | Private |
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Industry | Distilled beverage |
Founded | 2007 |
Founder | Beckmann family |
Headquarters | Jersey City, NJ, USA |
Area served | International |
Key people | Michael J Keyes (president and CEO) |
Owner | Becle, S.A. de C.V. |
Number of employees | 100+ |
Subsidiaries | Proximo Spirits UK |
Website | www |
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]
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
- 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
- Bushmills Irish Whiskey
- Stranahan's Colorado Whiskey (the first legal whiskey distilled in Colorado, 47% abv)[9]
- Tincup American Whiskey (whiskey made with a blend of corn, rye and malt, 42% abv)[10]
- Proper No. Twelve (Irish whiskey partially owned by Conor McGregor 40% abv) [11]
- 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)
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.[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
- ^ a b c 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.
- ^ Becky Paskin, “Proximo Spirits Takes Over Jose Cuervo US Distribution,” The Spirits Business, March 4, 2013.
- ^ “Proximo’s New Mission: Revitalizing Jose Cuervo In The U.S. Market,” Shanken News Daily, March 1, 2013.
- ^ Andy Young, “Proximo to Take Over Cuervo’s US Distribution,” The Drinks Business, March 4, 2013.
- ^ Dana Cimilluca, Paul Sonne and Simon Zekaria, “Diageo Ends Its Attempt to Buy Jose Cuervo Tequila,” Wall Street Journal, December 11, 2012.
- ^ a b Jeffries Blackerby, “Blithe Spirits,” New York Times Magazine, November 11, 2011.
- ^ a b 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 2013-07-16 at WebCite Hot New Hip Hop, August 11, 2010.
- ^ Deidre Woollard, “Summer Recipes Featuring Maestro Dobel Tequila,” The Pursuitist. Retrieved January 29, 2014.
- ^ “Diageo Loses Cuervo to Proximo,” The Chuck Cowdery Blog, March 1, 2013.
- ^ “News Briefs for July 6, 2011,” Shanken News Daily, July 6, 2011.
- ^ Mike Boyer, “Proximo buys Lawrenceburg plant,” The Cincinnati Enquirer, January 9, 2012.
- ^ “Proximo To Spend $10 Million On Jose Cuervo Cinge Launch,” Shanken News Daily, October 11, 2013.