American alcoholic beverages company From Wikipedia, the free encyclopedia
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]
| |
| Company type | Subsidiary of public company Becle, S.A.B. de C.V. |
|---|---|
| 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 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]
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]
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]
Seamless Wikipedia browsing. On steroids.