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Proximo: premiumisation a ‘little too aggressive’ during Covid
The CMO of Proximo Spirits runs through the company’s “unique positioning” in the premium-plus space, and why going against traditional trends is paying off.
While Scotch and Cognac have historically been been the exemplars of wealth, or status symbols, in terms of luxury in the spirits market, Proximo Spirits’ premium portfolio instead focuses on categories that are “new and growing” in the segment, such as American single malt, Irish whiskey and Tequila.
The company’s main premium brands include the likes of Maestro Dobel, Reserve de la Familia by Jose Cuervo, 1800 and Gran Centenario (Tequila); Bushmills (Irish whiskey); and Stranahan’s Colorado Whiskey (American single malt).
Speaking to The Spirits Business, Lander Otegui, the company’s chief marketing officer (CMO), says Proximo is “well positioned” with its whiskey and Tequila brands, as both categories are “driving growth for the spirits industry when it comes to premiumisation” and saw “value growing ahead of volume”.
Looking at the company’s “unique positioning” within the premium segment, Otegui explains that “[Proximo] is kind of going against the traditional trends of luxury, which, in the past, especially in Europe, were driven by categories like Cognac and Scotch. For our portfolios, we’re quite unique because we’re in the right spot for what consumers are looking for today – something different, more modern. And Tequila and Irish whiskey are categories that consumers are really gravitating towards.”
Otegui feels Proximo is avoiding competing against the traditional Scotch and Cognac markets. Instead, he says the company is “fighting the luxury battle with a very different type of portfolio”.
“We’re approaching it with Tequila, with Irish whiskey, with American single malt. In the case of Tequila, we were the first company to create the ultra-premium category. The first Tequila that played in the luxury space was Reserva de la Familia, which is the pinnacle for the Cuervo family, created about 35 years ago. It was the first extra añejo Tequila.
“In the case of American single malt, we own Stranahan’s, which is the most awarded American single malt brand and one that has the most unique age inventory. The same goes for Bushmills, an Irish single malt. We’ve released many new expressions for Bushmills over the last five years: a 25-year-old and a 30-year-old, the Rare Cask Series, the Private Reserve Series, and more. We also have the Causeway Collection, which is again very unique.”
‘No major signs of acceleration’
As premiumisation adjusts following the Covid-19 pandemic, Otegui recognises that the rate in which the area grew in this period was a “little too aggressive”, and sees a more stable growth for it in the future, but with “no major signs of acceleration”.
To counteract this, Proximo is leaning into the experiential side of spirits, which provides consumers with “more than just a bottle”.
“They’re [consumers] investing in a journey”, he says. “We are bringing our products closer than ever to consumers across passion points and activations. Whether it’s through exclusive tastings, partnerships with world-class events, or immersive educational experiences about our product, we’re focused on creating a deeper connection between the consumer and the brand.”
For Maestro Dobel Tequila, the brand partnered with The US Open Tennis Championships on a range of immersive experiences, including Dobel Tequila Club, an on-site bar and restaurant, and cocktail recipes with star players such as Taylor Fritz and Aryna Sabalenka.
Reserva de la Familia by Jose Cuervo has then also created experiences ‘beyond the bottle’ through its partnership with the Michelin Guide US, which will see the two companies host Tequila-paired tasting dinners with Mexico-based chefs, and more.
Bushmills, meanwhile, has released 25 and 30-year-old single malts to meet interest in higher aged releases. Plus, the brand hosted the Origins of Whiskey event last year – where guests enjoyed the oldest and largest Irish single malt tasting in the US. It gave consumers in New York and Chicago the opportunity to try US$3,000 worth of rare single malt whiskeys, while also immersing themselves in the the story behind distillery’s legacy.
Otegui adds that in 2025, Bushmills has several new single malts lined up for “collectors and aficionados looking for best-in-class Irish whiskey”. Innovation-wise, the brand released Rare Cask 04 in the US, which is a 31-year-old single malt and the last in the prestigious Rare Casks Series.
Innovation ‘central to success’
Innovation is central to the company’s success and so “premiumisation will always be part of the strategy”, Otegui insists, as the two go hand in hand.
Lastly, Otegui observes that while the approach to premiumisation may evolve, for consumers “the desire for new premium products rooted in authenticity, craftsmanship and quality remains”.
“There has always been an appetite for premiumisation, but we have seen it fluctuate with the economic climate, just like any sector. We’re seeing a shift where consumers are becoming more discerning, not necessarily seeking the most expensive bottle, but the one that best represents their values and preferences,” he notes.
Otegui adds that innovation and the approach to luxury for Proximo will be a little more disruptive.
He says: “We have the brand equipment, we have the history and then the credibility to innovate in the luxury space. And thankfully, we have a wide range of casks and inventory to compete in that space in the three categories that I have mentioned: American single malt, Irish single malt and Tequila, which we believe all have a very bright future when it comes to premiumisation, innovation and experience.”
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