Proximo Spirits

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 Spirits

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.proximospirits.com

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]

History

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] In 2025, Proximo announced that Mauricio Vegara would now manage the US and Canada region for the company.^[10]

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

American Whiskey

• Black Dirt Distillery, Orange County New York
• Stranahan's Colorado Whiskey (the first legal whiskey distilled in Colorado, 47% abv)^[11]
• Tincup American Whiskey (whiskey made with a blend of corn, rye and malt, 42% abv)^[12]
• 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)
• Virginia Black Whiskey

Canadian Whisky

• Pendleton Canadian Whisky

Irish Whiskey

• Bushmills Irish Whiskey
• The Sexton Single Malt Irish Whiskey
• Proper No. Twelve (Irish whiskey partially owned by Conor McGregor 40% abv) ^[13]

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.^[14] Proximo's ad campaigns have featured actor Kiefer Sutherland for Jose Cuervo;^[15] actor Ray Liotta, actor Michael Imperioli and rapper Rick Ross for 1800 Tequila;^[14][16][17] actor Clive Owen and rapper Lil' Kim for Three Olives Vodka;^[18][19] and musician Perry Farrell for Maestro Dobel Tequila.^[20]

Awards

• 2023: American Whiskey Masters, Gold Medal - Single Malt - Super Premium^[21]