Proximo Spirits, Inc., is an American

spirits Spirit or spirits may refer to: Liquor and other volatile liquids * Spirits, a.k.a. liquor, distilled alcoholic drinks * Spirit or tincture, an extract of plant or animal material dissolved in ethanol * Volatile (especially flammable) liquids, ...

importer and international distributor based in

Jersey City, New Jersey Jersey City is the second-most populous city in the U.S. state of New Jersey, after Newark.Jose Cuervo Jose Cuervo is the best-selling brand of tequila,Dana Cimilluca, Paul Sonne and Simon Zekaria“Diageo Ends Its Attempt to Buy Jose Cuervo Tequila,”''Wall Street Journal'', December 11, 2012. selling a fifth of the tequila consumed worldwide. ...

, the world's largest-selling

tequila Tequila (; ) is a liquor, distilled beverage made from the Agave tequilana, blue agave plant, primarily in the area surrounding the city of Tequila, Jalisco, Tequila northwest of Guadalajara, Jalisco, Guadalajara, and in the Jaliscan Highlands ...

brand.Noreen O'Leary
“Jose Cuervo Shifts U.S. Agencies,”
''

Ad Week ''Adweek'' is a weekly American advertising trade publication that was first published in 1979. ''Adweek'' covers creativity, client–agency relationships, global advertising, accounts in review, and new campaigns. During this time, it has cover ...

'', July 1, 2013.

History

Proximo Spirits was founded in 2007 by the Beckmann family of

Mexico Mexico (Spanish: México), officially the United Mexican States, is a country in the southern portion of North America. It is bordered to the north by the United States; to the south and west by the Pacific Ocean; to the southeast by Guatema ...

, who also owns and operates Jose Cuervo. Proximo owns over a dozen spirits brands, including

1800 Tequila 1800 Tequila is a Mexican brand of tequila owned by the Beckmann Family, who also own the Jose Cuervo tequila brand. The 100% blue agave tequila is bottled in Jalisco, Mexico.Lewis Wallace“1800 Tequila Gives Artists a Shot at Boozy Fame,”''Wir ...

Three Olives Vodka Three Olives Vodka is a brand of vodka produced and distilled in the United Kingdom and imported to the United States by Proximo Spirits. History Three Olives Vodka was founded by Guillaume Cuvelier in London in 1998,Kraken Black Spiced Rum and

Boodles British Gin Boodles British Gin is a brand of gin bottled and distributed in the United Kingdom by Proximo Spirits. History Boodles was named after Boodle's gentlemen's club in St. James's, London, founded in 1762 and originally run by Edward Boodle. It w ...

, as well as craft spirits such as Hangar 1 Vodka and Stranahan's Colorado Whiskey.David Lincoln Ross
“Tequila All Around,”
''Beverage Dynamics'', May 2013. In a deal announced in March 2013, Proximo took over the Jose Cuervo distribution rights from

Diageo Diageo plc () is a Multinational corporation, multinational alcoholic beverage company, with its headquarters in London, England. It operates from 132 sites around the world. It was the world's largest distiller before being overtaken by Kweich ...

on July 1, 2013, with plans to increase spending on marketing and innovations.E.J. Schultz
“McCann Wins Cuervo as Tequila Leaves Diageo in U.S.,”
''

Advertising Age ''Ad Age'' (known as ''Advertising Age'' until 2017) is a global media brand that publishes news, analysis, and data on marketing and media. Its namesake magazine was started as a broadsheet newspaper in Chicago in 1930. ''Ad Age'' appears in mul ...

'', July 1, 2003.

London London is the capital and largest city of England and the United Kingdom, with a population of just under 9 million. It stands on the River Thames in south-east England at the head of a estuary down to the North Sea, and has been a majo ...

-based Proximo Spirits UK was launched in July 2013. Within its first five years of operations, Proximo vastly increased the size of 1800 Tequila, Three Olives Vodka and Kraken Rum. 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. As of 2013, Proximo distributes approximately 6 million total cases per year. Both Proximo and Cuervo are controlled by the Beckmann family of Mexico, descendants of Jose María Guadalupe de Cuervo.

Brands

Tequila

Jose Cuervo Jose Cuervo is the best-selling brand of tequila,Dana Cimilluca, Paul Sonne and Simon Zekaria“Diageo Ends Its Attempt to Buy Jose Cuervo Tequila,”''Wall Street Journal'', December 11, 2012. selling a fifth of the tequila consumed worldwide. ...

(all varieties, 35-40% abv) *

(all varieties, 35-50% abv) * Gran Centenario (premium small batch 100% blue agave tequila, 38% abv) *

Maestro Dobel Tequila Maestro Dobel Tequila is a Mexican brand of blended tequila owned by the Beckmann Family, who also own the Jose Cuervo tequila brand. Maestro Dobel is distributed by Proximo Spirits. History and description Dobel was created by and named after ...

(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 ''Solera'' is a process for aging liquids such as wine, beer, vinegar, and brandy, by fractional blending in such a way that the finished product is a mixture of ages, with the average age gradually increasing as the process continues over many ...

aging process, 40% abv)

Whiskey

Old Bushmills Distillery The Old Bushmills Distillery is an alcohol (primarily Irish whiskey) distillery in Bushmills, County Antrim, Northern Ireland, owned by Casa Cuervo. Bushmills Distillery uses water drawn from Saint Columb's Rill, which is a tributary of the Riv ...

Irish Whiskey * Stranahan's Colorado Whiskey (the first legal whiskey distilled in Colorado, 47% abv)Jeffries Blackerby
“Blithe Spirits,”
''

New York Times Magazine ''The New York Times Magazine'' is an American Sunday magazine supplement included with the Sunday edition of ''The New York Times''. It features articles longer than those typically in the newspaper and has attracted many notable contributors. ...

'', November 11, 2011. * Tincup American Whiskey (whiskey made with a blend of corn, rye and malt, 42% abv)Amy Hopkins
“Proximo Targets Bourbon Lovers With Tincup,”
''The Spirits Business'', January 20, 2014. * Proper No. Twelve (Irish whiskey partially owned by

Conor McGregor Conor Anthony McGregor ( ga, Conchúr Antóin Mac Gréagóir; born 14 July 1988) is an Irish professional mixed martial artist. He is a former Ultimate Fighting Championship (UFC) featherweight and lightweight double-champion. He is the first ...

40% abv) Seáneen Sullivan
“Conor McGregor’s new whiskey: A taste test,”
''

The Irish Times ''The Irish Times'' is an Irish daily broadsheet newspaper and online digital publication. It launched on 29 March 1859. The editor is Ruadhán Mac Cormaic. It is published every day except Sundays. ''The Irish Times'' is considered a newspaper ...

'', September 20, 2018. *'
Old Camp Whiskey
'' (Created by country duo

Florida Georgia Line Florida Georgia Line is an American country music duo founded in 2010 by Tyler Hubbard of Georgia and Brian Kelley of Florida, both of whom are vocalists and songwriters. Their 2012 debut single " Cruise" broke two major sales records: it was ...

- Peach Pecan Whiskey, 35% abv) *Wolf Moon Bourbon Whiskey (Created by country stars

Jason Aldean Jason Aldean (born Jason Aldine Williams; February 28, 1977) is an American country music singer. Since 2005, he has been signed to BBR Music Group, Broken Bow Records, a record label for which he has released ten albums and 40 singles. His 2010 ...

and

- Straight Bourbon Whiskey made with a blend of corn, rye, and barley malt, 40% abv) *

Virginia Black Whiskey Virginia Black is a brand of American Bourbon whiskey. History Virginia Black is a collaboration between Brent Hocking and Drake. It is distributed in the United States by Proximo Spirits and is available in Canada, the U.K., Ghana, Kenya, ...

*Pendleton Canadian Whiskey *The Sexton Single Malt Irish Whiskey

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 A margarita is a cocktail consisting of Tequila, triple sec, and lime juice often served with salt on the rim of the glass. The drink is served shaken with ice (on the rocks), blended with ice (frozen margarita), or without ice (straight up). T ...

mixes (all varieties, 0%-12.7% abv)

Marketing

Proximo signed marketing agreements with the

Los Angeles Lakers The Los Angeles Lakers are an American professional basketball team based in Los Angeles. The Lakers compete in the National Basketball Association (NBA) as a member of the league's Western Conference Pacific Division. The Lakers play their ...

in 2009 and the

New York Knicks The New York Knickerbockers, shortened and more commonly referred to as the New York Knicks, are an American professional basketball team based in the New York City borough of Manhattan. The Knicks compete in the National Basketball Associat ...

in 2010, to promote 1800 Tequila at their respective stadiums.Ken Belson
“Knicks Add Tequila to Roster of Sponsors,”
''

New York Times ''The New York Times'' (''the Times'', ''NYT'', or the Gray Lady) is a daily newspaper based in New York City with a worldwide readership reported in 2020 to comprise a declining 840,000 paid print subscribers, and a growing 6 million paid d ...

'', October 25, 2010. Proximo's ad campaigns have featured actor

Kiefer Sutherland Kiefer William Sutherland (born 21 December 1966) is a British-Canadian actor and musician. He is best known for his starring role as Jack Bauer in the Fox drama series '' 24'' (2001–2010, 2014), for which he won an Emmy Award, a Golden Glo ...

for Jose Cuervo; actor

Ray Liotta Raymond Allen Liotta (; December 18, 1954 – May 26, 2022) was an American actor. He was best known for his roles as Shoeless Joe Jackson in ''Field of Dreams'' (1989) and Henry Hill in Martin Scorsese's ''Goodfellas'' (1990). He was a Primeti ...

, actor

Michael Imperioli Michael Imperioli (born March 26, 1966) is an American actor, writer, and musician. He is best known for his role as Christopher Moltisanti in the HBO crime drama ''The Sopranos'' (1999–2007), which earned him the Primetime Emmy Award for Out ...

and rapper

Rick Ross William Leonard Roberts II (born January 28, 1976), known professionally as Rick Ross, is an American rapper. Prior to releasing his debut single, "Hustlin'", in 2006, Ross was the subject of a bidding war, receiving offers from Sean Combs, D ...

for 1800 Tequila; actor

Clive Owen Clive Owen (born 3 October 1964) is an English actor. He first gained recognition in the United Kingdom for playing the lead role in the ITV series '' Chancer'' from 1990 to 1991. He received critical acclaim for his work in the film '' Close ...

and rapper

Lil' Kim Kimberly Denise Jones (born July 11, 1974), Those giving 1974 include: * * * * * better known by her stage name Lil' Kim, is an American rapper and reality television personality. Born and raised in Brooklyn, New York City, she lived much of he ...

for Three Olives Vodka; and musician

Perry Farrell Perry Farrell (born Peretz Bernstein; March 29, 1959) is an American singer, songwriter and musician, best known as the frontman of the alternative rock band Jane's Addiction. Farrell created the touring festival Lollapalooza as part (one of the ...

for Maestro Dobel Tequila.Deidre Woollard
“Summer Recipes Featuring Maestro Dobel Tequila,”
The Pursuitist. Retrieved January 29, 2014.

Milestones

References

External links

* {{Official website, http://www.proximospirits.com/ Companies based in Jersey City, New Jersey American companies established in 2007 Distilleries in New Jersey