Proximo Spirits

Proximo Spirits
Company typeSubsidiary of public company Becle, S.A.B. de C.V.
IndustryDistilled beverage
Founded2007
FounderBeckmann family
HeadquartersJersey City, NJ, USA
Area served
International
Key people
Mauricio Vergara
(president and CEO)
ProductsJose Cuervo Tequilas; Bushmills Whiskeys; Stranahan's American Single Malts; 400 Conejos Mezcals; 1800 Tequilas; Dobel Tequilas; Cuervo Margaritas and 1800 Margaritas.
Number of employees
200+
SubsidiariesProximo Spirits UK
Websitewww.proximospirits.com

Proximo Spirits, Inc., is an American multinational alcoholic beverage company, with its headquarters in Jersey City, New Jersey. It is a 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, Great Jones Whiskey and Stranahan's Colorado Whiskey.[2]

Sources indicated in early 2026, that Proximo distributes approximately 12.3 million nine-liter cases per year in the USA alone.[3]

History

Proximo Spirits was founded in 2007 by the Beckmann family, who also owns and operates 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][4] London-based Proximo Spirits UK was launched in July 2013.[5] Both Proximo and Cuervo are controlled by the Beckmann family,[4] descendants of Jose María Guadalupe de Cuervo.[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] In 2025, Proximo announced that Mauricio Vegara would now manage the US and Canada region for the company.[10] In 2026, Johnson Brothers expanded its partnership with Proximo Spirits for distribution in some US markets.[11] Proximo Spirits is the world's leading tequila distributor."[11]

Brands Distributed by Proximo Spirits[12]

Tequila

  • Jose Cuervo (all varieties, 35-40% ABV). Includes silver, reposado, añejo, cristalino tequilas.
  • 1800 Tequila (all varieties, 35-45% ABV). Includes silver, reposado, añejo, cristalino tequilas + flavored tequilas.
  • Gran Centenario (small batch 100% blue agave tequila, 40% ABV). Includes plata, reposado, añejo, extra-añejo, cristalino tequilas.
  • Maestro Dobel Tequila (all varieties, 40% ABV). Includes silver, reposado, añejo, extra-añejo, pechuga, cristalino tequilas.
  • Reserva de la Familia (all varieties, 40% ABV). Includes platino, reposado, extra-añejo, cristalino tequilas.
  • Gran Coramino Tequila (all varieties, 40% ABV). Includes cristalino, reposado, añejo tequilas.
  • JAJA Tequila (all varieties, 40% ABV). Includes silver, reposado, añejo tequilas
  • Devil's Reserve Tequila (40% ABV). Flavored Tequila with spicy notes
    • ABV means Alcohol by Volume*[13]

Mezcal

  • 400 Conejos Mezcal (all varieties, 40% ABV). Includes joven, reposado, añejo, Cuishe,Tobalá mezcals.
  • Creyente Mezcal (all varieties, 40% ABV). Includes cristalino, Espadín, Cuishe,Tobalá mezcals.

Vodka

Rum

  • Kraken Black Spiced Rum (Caribbean rum, 35-47% ABV). Includes black spiced and gold spiced rums.
  • Ron Matusalem Rum (Originally Cuban rum, now produced in the Dominican Republic using the Solera aging process, 40% ABV)

Whiskey

American Whiskey

  • Black Dirt Distillery, Pine Island, New York (Applejack brandy 50% ABV)
  • Stranahan's Colorado Whiskey (the first legal whiskey distilled in Colorado, 42-60% ABV).[14] Includes American single malt whiskeys, as well as, cask strength whiskeys
  • TINCUP American Whiskey (40-45% ABV).[15] Includes bourbon, American, rye whiskeys.
  • Great Jones Whiskey (1st Whiskey Distillery in Manhattan since Prohibition. 43-45% ABV). Includes bourbon and rye whiskeys

Canadian Whisky

  • Pendleton Canadian Whisky at a range of ABVs. Includes Original, 1910 Bourbon, 1910 Rye, Midnight, Directors' Reserve

Irish Whiskey

  • Bushmills Irish Whiskey (40-46% abv) Includes blended whiskeys and Single Malts
  • Proper No. Twelve Irish whiskey (35-40% abv) [16] Includes Original, Irish Apple, Black Reserve

Gin

Liqueur

  • Agavero (tequila liqueur made with 100% blue agave blended with various flavors, 32% ABV). Includes Original and Orange liqueurs.

Margaritas

  • Jose Cuervo Margaritas in bottles and cans (Authentic Margaritas 9.95% ABV; Golden Margaritas 12.7% ABV; Sparkling Margaritas in cans 5.9% ABV (new) & 8% ABV (old).
  • 1800 The Ultimate Margaritas in bottles 9.95% ABV
  • Jose Cuervo margarita mixes (all varieties, 0% 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.[17] Proximo's ad campaigns have featured actor Kiefer Sutherland for Jose Cuervo;[18] actor Ray Liotta, actor Michael Imperioli and rapper Rick Ross for 1800 Tequila;[17][19][20] and actor Clive Owen and rapper Lil' Kim for Three Olives Vodka.[21][22]

2025 update: According to HS&E, Proximo Spirits holds 50+ sports partnerships throughout its portfolio of brands including NBA, NFL, NHL, MLB, PGA Tour, Tennis and Futbol properties.[23] NASCAR was also a new partnership formed with the Cuervo brand.

References

  1. ^ a b Noreen O'Leary, "Jose Cuervo Shifts U.S. Agencies," Ad Week, July 1, 2013.
  2. ^ a b David Lincoln Ross, "Tequila All Around," Deprecated link archived 2014-02-23 at archive.today Beverage Dynamics, May 2013.
  3. ^ Daniel Marsteller (2026-01-09). "News Alert: Proximo Revamps Distribution, Expanding Ties With BBG, Johnson Bros, SGWS". Shanken News Daily. Retrieved 2026-03-07.
  4. ^ a b E.J. Schultz, "McCann Wins Cuervo as Tequila Leaves Diageo in U.S.," Advertising Age, July 1, 2003.
  5. ^ Felicity Murray, "Rob Curteis joins Proximo Spirits UK," The Drinks Report, August 29, 2013.
  6. ^ Dana Cimilluca, Paul Sonne and Simon Zekaria, "Diageo Ends Its Attempt to Buy Jose Cuervo Tequila," Wall Street Journal, December 11, 2012.
  7. ^ Hopkins, Amy (2014-01-20). "Proximo targets Bourbon lovers with Tincup". The Spirits Business. Retrieved 2024-02-02.
  8. ^ Smith, Christian (2021-04-28). "Conor McGregor sells majority of Proper No. Twelve to Proximo Spirits". The Drinks Business. Retrieved 2024-02-02.
  9. ^ Carruthers, Nicola (2023-10-19). "Proximo Spirits takes control of Spanish distributor". The Spirits Business. Retrieved 2024-04-10.
  10. ^ Reporter, Intel (2025-03-27). "Proximo Spirits appoints senior Bacardi exec to lead in US & Canada". Global Drinks Intel. Retrieved 2025-04-21.
  11. ^ a b "Johnson Brothers Expands Partnership with Proximo Spirits Across Key U.S. Markets - Johnson Brothers". www.johnsonbrothers.com. 2026-01-08. Retrieved 2026-03-07.
  12. ^ "Brands - Proximo Spirits". proximospirits.com. Retrieved 2026-03-07.
  13. ^ "Alcohol units". nhs.uk. 2022-01-17. Retrieved 2026-03-07.
  14. ^ Jeffries Blackerby, "Blithe Spirits," New York Times Magazine, November 11, 2011.
  15. ^ Amy Hopkins, "Proximo Targets Bourbon Lovers With Tincup," The Spirits Business, January 20, 2014.
  16. ^ Seáneen Sullivan, "Conor McGregor's new whiskey: A taste test," The Irish Times, September 20, 2018.
  17. ^ a b Ken Belson, "Knicks Add Tequila to Roster of Sponsors", New York Times, October 25, 2010.
  18. ^ Sam Thielman, "Ad of the Day: Kiefer Sutherland Sells It In Noir for Jose Cuervo", Ad Week, August 7, 2013.
  19. ^ Tim Nudd, "Ad of the Day: Ray Liotta Says It All by Saying Nothing for 1800 Tequila", Ad Week, October 30, 2013.
  20. ^ Allison Shafir, "Rapper Rick Ross Backs 1800 Tequila", Ad Week, June 10, 2009.
  21. ^ Becky Paskin, "Clive Owen Stars in $20M Three Olives Vodka Adverts", The Spirits Business, January 29, 2013.
  22. ^ 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.
  23. ^ "PROXIMO — HS&E". Your Site Title. Retrieved 2026-03-07.
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