Proximo appoints brand ambassador
Tasha Iny will spearhead brand advocacy across Proximo Spirits’ Tequila portfolio as the company’s new brand ambassador for EMEA and APAC.
In her new role, Iny will support the company’s ongoing global growth and champion Proximo’s Tequila portfolio – which includes brands such as Cuervo, 1800, Maestro Dobel, Gran Centenario, Gran Coramino and Reserva de la Familia – while also leading on consumer education, cocktail development and cultural programming across Asia Pacific (APAC) and Europe, the Middle East, and Africa (EMEA).
Iny said: “I’m honoured to join Proximo Spirits as its new ambassador across both EMEA and APAC. Returning to the original home of craft Tequila, being provided the opportunity to bring my own flare and expertise to the age-old traditions of the company, is a dream come true.
“I very much look forward to working with the array of unique brands under Proximo’s portfolio and contributing to the meaningful impact they’re having in celebrating and raising awareness of truly artisanal Tequila.”
Iny’s decade-long tenure in the spirits industry has seen her market her family-run pisco business across EMEA, as well as work with major global drinks brands.
She previously held the position of Mijenta Tequila’s UK brand ambassador, prior to which she held the role of Diageo Reserve brand ambassador for Casamigos Tequila and Don Julio Tequila.
Iny will channel the experience gained from her long-standing career in the international spirits market into her new role at Proximo Spirits.
As stewards of the Tequila category’s future, Proximo ambassadors are charged with driving the business’ advocacy of production excellence, purity and industry transparency.
The firm described Iny as a respectable industry voice, essential in bringing this vision to life for both Proximo consumers and its on- and off-trade communities.
Shane Hoyne, managing director Proximo Spirits EMEA, APAC and global travel retail, said: “Welcoming Tasha to the Proximo family is a fantastic moment for the business. Proximo is the proud home of original Tequila and alongside the unrivalled knowledge and passion of our ambassadors like Tasha, we can continue our mission in being custodians of craftsmanship, excellence and transparency.
“By onboarding Tasha – a true guardian of the Tequila industry – we can celebrate innovation and preserve time-honoured tradition for generations to come.”
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