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]
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]
Black Dirt Distillery, Orange County New York
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]