Proximo Spirits takes over Jose Cuervo US distribution

4th March, 2013 by Becky Paskin

Proximo Spirits is to take over the US distribution of Jose Cuervo Tequila when Diageo’s contract ends on 30 June.

Jose Cuervo Diageo

Jose Cuervo Diageo

In a statement released this weekend, Juan-Domingo Beckmann, CEO of Casa Cuervo, said the move from Diageo to sister company Proximo Spirits signalled the “next chapter” for the world’s largest Tequila brand.

“Diageo has been a significant partner of Jose Cuervo for many years, but with ten generations of tequila-making in the family, Casa Cuervo is excited to embark on this next chapter in the strategic expansion of its world-renowned tequilas,” he said.

Diageo had been in negotiations with the Beckmann family to acquire the Tequila brand, as its existing distribution contract is due to expire at the end of June 2013. But discussions broke down in December last year after the pair failed to settle on a deal, resulting in Diageo refusing to renew its contract at all.

New Jersey-based Proximo, which is also owned by the Beckmann family, will gain control of Cuervo’s North America distribution from 1 July 2013.

Mark Teasdale, CEO for Proximo, said: “We plan to make considerable investments in brand building and innovation for the Jose Cuervo portfolio to accelerate its growth. After only five years of business, the Proximo team has more than doubled the size of 1800 Tequila and Three Olives Vodka, and created the most exciting spiced rum brand in the category, the Kraken.  We are looking forward to returning Jose Cuervo to its position as the most exciting tequila brand in the category.”

Securing new distribution for Jose Cuervo’s North American market is a major step forward for Casa Cuervo – it being the largest market for the brand outside Mexico. However as Diageo currently controls the brand’s global distribution, it’s thought Casa Cuervo will continue to seek new distributors in other markets before the 30 June deadline.

Leave a Reply

If that's interesting, how about these?

Tequila suppliers call for alcohol tax rethink

A number of Tequila suppliers are lobbying the Mexican government to change the more...

Brown-Forman splashes £285m on Scotch brands

Brown-Forman has reached a “definitive agreement” to acquire The BenRiach more...

William Grant family wealthiest in UK spirits

The family owners of Scotland-based William Grant & Sons have retained their more...

Berry Bros. & Rudd to end UK distribution deals

Berry Bros. & Rudd will terminate its contracts with Maxxium UK and Mangrove more...

Diageo engages flyers with 'Singleton Sensorium'

Diageo Global Travel and Middle East has launched The Singleton Sensorium in more...

Few Spirits founder takes helm at ACSA

Paul Hletko, founder of Chicago-based distillery Few Spirits, has been more...

Pimm’s kits pubs out for Queen's birthday

Diageo has distributed Pimm's activation kits to London's watering holes in more...

Pernod appoints Our/Vodka commercial director

Pepijn Janssens has been appointed international commercial director at Pernod more...

Top 10 bartender-created spirits brands

Bartenders’ acumen stretches far beyond a mean shake and refined palate, with more...

Halewood International acquires Liverpool Gin

The UK’s largest drinks manufacturer and distributor Halewood International more...

Drake debuts Virginia Black whiskey brand

Canadian rapper Drake has officially launched his new whiskey venture, Virginia more...

Auchentoshan arrives in Oz with new campaign

Beam Suntory-owned Scotch whisky Auchentoshan American Oak has officially more...

New firm to handle Label 5 UK distribution

International drinks distributor Interbev has launched a new brand management more...

Danzka Vodka makes return to US market

Danzka Vodka will return to the US market after signing a distribution deal more...

Rémy GTR intros limited Cognac collection

Rémy Cointreau Global Travel Retail has launched the first expression in Carte more...

Rémy Cointreau adds new director to GTR team

Rémy Cointreau has a new marketing and business development director for more...

Patrón CMO concern over 'inferior products'

Following an influx of new and recently acquired Tequila brands, Patrón more...

Vulson launches aged French rye in UK

French Alps-based distillery Domaine des Hautes Glaces has launched an aged more...

Quintessential unveils Dubliner 10 Year Old

Quintessential Brands has expanded The Dubliner range with the release of a more...

Brown-Forman names new GTR marketing head

Jack Daniel’s and Woodford Reserve owner Brown-Forman has appointed Eric more...