Jose Cuervo brings Proximo brands to travel retail

Jose Cuervo is taking over the management of sister company Proximo Spirits in travel retail, and will concentrate on introducing a selection of its core brands to the market.

Jose Cuervo believes spiced rum The Kraken will perform particularly well in the UK and Australian travel retail

With Casa Cuervo lining up alternative distribution partners around the world following its split from Diageo earlier this year, the group has recognised the potential for Proximo Spirits’ portfolio to work successfully in travel retail.

Cuervo intends to focus on a small number of brands, including Boodles gin, The Kraken spiced rum and Three Olives Vodka in the first instance.

“We are just in the process of taking over the management of Proximo in travel retail,” Peter Gutierrez, international managing director of Jose Cuervo told The Spirits Business. “But we’re just talking about very small volumes to begin with.”

Cuervo is in discussions to introduce The Kraken in particular to the UK and Australia travel retail, where the brand “has grown especially quickly”.

“There seems to be a buzz around the brand in those markets right now, so that’s where we will start off,” Gutierrez said.

It is not clear when the brands will enter travel retail, but Gutierrez confirmed the group’s travel retail customers are “just finding out about the brands just now”.