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Proximo Spirits, Inc., is an American multinational alcoholic beverage company, with its headquarters in Jersey City, New Jersey. It is a distributor of tequila and other spirits, it is best known for Jose Cuervo, the world’s largest-selling tequila brand.[1]

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, Great Jones Whiskey and Stranahan’s Colorado Whiskey.[2]

Sources indicated in early 2026, that Proximo distributes approximately 12.3 million nine-liter cases per year in the USA alone.[3]

History

Proximo Spirits was founded in 2007 by the Beckmann family, who also owns and operates Jose Cuervo.[2] In a deal announced in March 2013, Proximo took over the Jose Cuervo distribution rights from Diageo on July 1, 2013. The deal also give Proximo Spirits control over Old Bushmills Distillery.[1][4] London-based Proximo Spirits UK was launched in July 2013.[5] Both Proximo and Cuervo are controlled by the Beckmann family,[4] descendants of Jose María Guadalupe de Cuervo.[6]

Proximo announced the release of TINCUP whiskey, a partnership with Stranahan’s Colorado Whiskey founder Jess Graber, in 2014.[7]

In 2021, Proximo bought a majority stake in Proper No. Twelve Irish whiskey, in a deal worth up to $600 million.[8] Proximo acquired Spanish distribution firm Icon Spirits in October 2023, ending its joint venture with Maison Villevert.[9] In 2025, Proximo announced that Mauricio Vegara would now manage the US and Canada region for the company.[10] In 2026, Johnson Brothers expanded its partnership with Proximo Spirits for distribution in some US markets.[11] Proximo Spirits is the world’s leading tequila distributor.”[11]

Brands Distributed by Proximo Spirits

Source:[12]

Tequila

  • Jose Cuervo (all varieties, 35-40% ABV). Includes silver, reposado, añejo, cristalino tequilas.
  • 1800 Tequila (all varieties, 35-45% ABV). Includes silver, reposado, añejo, cristalino tequilas + flavored tequilas.
  • Gran Centenario (small batch 100% blue agave tequila, 40% ABV). Includes plata, reposado, añejo, extra-añejo, cristalino tequilas.
  • Maestro Dobel Tequila (all varieties, 40% ABV). Includes silver, reposado, añejo, extra-añejo, pechuga, cristalino tequilas.
  • Reserva de la Familia (all varieties, 40% ABV). Includes platino, reposado, extra-añejo, cristalino tequilas.
  • Gran Coramino Tequila (all varieties, 40% ABV). Includes cristalino, reposado, añejo tequilas.
  • JAJA Tequila (all varieties, 40% ABV). Includes silver, reposado, añejo tequilas
  • Devil’s Reserve Tequila (40% ABV). Flavored Tequila with spicy notes
    • ABV means Alcohol by Volume*[13]

Mezcal

  • 400 Conejos Mezcal (all varieties, 40% ABV). Includes joven, reposado, añejo, Cuishe,Tobalá mezcals.
  • Creyente Mezcal (all varieties, 40% ABV). Includes cristalino, Espadín, Cuishe,Tobalá mezcals.

Vodka

Rum

  • Kraken Black Spiced Rum (Caribbean rum, 35-47% ABV). Includes black spiced and gold spiced rums.
  • Ron Matusalem Rum (Originally Cuban rum, now produced in the Dominican Republic using the Solera aging process, 40% ABV)

Whiskey

American Whiskey

  • Black Dirt Distillery, Pine Island, New York (Applejack brandy 50% ABV)
  • Stranahan’s Colorado Whiskey (the first legal whiskey distilled in Colorado, 42-60% ABV).[14] Includes American single malt whiskeys, as well as, cask strength whiskeys
  • TINCUP American Whiskey (40-45% ABV).[15] Includes bourbon, American, rye whiskeys.
  • Great Jones Whiskey (1st Whiskey Distillery in Manhattan since Prohibition. 43-45% ABV). Includes bourbon and rye whiskeys

Canadian Whisky

  • Pendleton Canadian Whisky at a range of ABVs. Includes Original, 1910 Bourbon, 1910 Rye, Midnight, Directors’ Reserve

Irish Whiskey

  • Bushmills Irish Whiskey (40-46% abv) Includes blended whiskeys and Single Malts
  • Proper No. Twelve Irish whiskey (35-40% abv) [16] Includes Original, Irish Apple, Black Reserve

Gin

Liqueur

  • Agavero (tequila liqueur made with 100% blue agave blended with various flavors, 32% ABV). Includes Original and Orange liqueurs.

Margaritas

  • Jose Cuervo Margaritas in bottles and cans (Authentic Margaritas 9.95% ABV; Golden Margaritas 12.7% ABV; Sparkling Margaritas in cans 5.9% ABV (new) & 8% ABV (old).
  • 1800 The Ultimate Margaritas in bottles 9.95% ABV
  • Jose Cuervo margarita mixes (all varieties, 0% ABV)

Marketing

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.[17] Proximo’s ad campaigns have featured actor Kiefer Sutherland for Jose Cuervo;[18] actor Ray Liotta, actor Michael Imperioli and rapper Rick Ross for 1800 Tequila;[17][19][20] and actor Clive Owen and rapper Lil’ Kim for Three Olives Vodka.[21][22]

2025 update: According to HS&E, Proximo Spirits holds 50+ sports partnerships throughout its portfolio of brands including NBA, NFL, NHL, MLB, PGA Tour, Tennis and Futbol properties.[23] NASCAR was also a new partnership formed with the Cuervo brand.

References

  1. ^ a b Noreen O’Leary, “Jose Cuervo Shifts U.S. Agencies,” Ad Week, July 1, 2013.
  2. ^ a b David Lincoln Ross, “Tequila All Around,” Deprecated link archived 2014-02-23 at archive.today Beverage Dynamics, May 2013.
  3. ^ Daniel Marsteller (2026-01-09). “News Alert: Proximo Revamps Distribution, Expanding Ties With BBG, Johnson Bros, SGWS”. Shanken News Daily. Retrieved 2026-03-07.
  4. ^ a b E.J. Schultz, “McCann Wins Cuervo as Tequila Leaves Diageo in U.S.,” Advertising Age, July 1, 2003.
  5. ^ Felicity Murray, “Rob Curteis joins Proximo Spirits UK,” The Drinks Report, August 29, 2013.
  6. ^ Dana Cimilluca, Paul Sonne and Simon Zekaria, “Diageo Ends Its Attempt to Buy Jose Cuervo Tequila,” Wall Street Journal, December 11, 2012.
  7. ^ Hopkins, Amy (2014-01-20). “Proximo targets Bourbon lovers with Tincup”. The Spirits Business. Retrieved 2024-02-02.
  8. ^ Smith, Christian (2021-04-28). “Conor McGregor sells majority of Proper No. Twelve to Proximo Spirits”. The Drinks Business. Retrieved 2024-02-02.
  9. ^ Carruthers, Nicola (2023-10-19). “Proximo Spirits takes control of Spanish distributor”. The Spirits Business. Retrieved 2024-04-10.
  10. ^ Reporter, Intel (2025-03-27). “Proximo Spirits appoints senior Bacardi exec to lead in US & Canada”. Global Drinks Intel. Retrieved 2025-04-21.
  11. ^ a b “Johnson Brothers Expands Partnership with Proximo Spirits Across Key U.S. Markets – Johnson Brothers”. www.johnsonbrothers.com. 2026-01-08. Retrieved 2026-03-07.
  12. ^ “Brands – Proximo Spirits”. proximospirits.com. Retrieved 2026-03-07.
  13. ^ “Alcohol units”. nhs.uk. 2022-01-17. Retrieved 2026-03-07.
  14. ^ Jeffries Blackerby, “Blithe Spirits,” New York Times Magazine, November 11, 2011.
  15. ^ Amy Hopkins, “Proximo Targets Bourbon Lovers With Tincup,” The Spirits Business, January 20, 2014.
  16. ^ Seáneen Sullivan, “Conor McGregor’s new whiskey: A taste test,” The Irish Times, September 20, 2018.
  17. ^ a b Ken Belson, “Knicks Add Tequila to Roster of Sponsors”, New York Times, October 25, 2010.
  18. ^ Sam Thielman, “Ad of the Day: Kiefer Sutherland Sells It In Noir for Jose Cuervo”, Ad Week, August 7, 2013.
  19. ^ Tim Nudd, “Ad of the Day: Ray Liotta Says It All by Saying Nothing for 1800 Tequila”, Ad Week, October 30, 2013.
  20. ^ Allison Shafir, “Rapper Rick Ross Backs 1800 Tequila”, Ad Week, June 10, 2009.
  21. ^ Becky Paskin, “Clive Owen Stars in $20M Three Olives Vodka Adverts”, The Spirits Business, January 29, 2013.
  22. ^ Rose Lilah, “Lil’ Kim Signs a Deal with Three Olives Vodka”, [1] Hot New Hip Hop, August 11, 2010.
  23. ^ “PROXIMO — HS&E”. Your Site Title. Retrieved 2026-03-07.