Proximo Spirits

Proximo Spirits was founded in 2007 by the Beckmann family, who also owned and operated Jose Cuervo. 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] In a deal announced in March 2013, Proximo took over the Jose Cuervo distribution rights from Diageo on July 1, 2013, with plans to increase spending on marketing and innovations. The deal also give Proximo Spirits control over Old Bushmills Distillery.[1][3] London-based Proximo Spirits UK was launched in July 2013.[4]

Within its first five years of operations, Proximo vastly increased the size of 1800 Tequila, Three Olives Vodka and Kraken Rum.[5] 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.[6] As of 2013, Proximo distributes approximately 6 million total cases per year.[7]

Both Proximo and Cuervo are controlled by the Beckmann family,[3] descendants of Jose María Guadalupe de Cuervo.[8]

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]

• Official website