CANADA/US: Proximo Spirits set to handle Jose Cuervo in North America
Both Jose Cuervo and Proximo Spirits are owned by the Beckmann family
Proximo Spirits will take over from Diageo as the US and Canadian distributor of the Jose Cuervo Tequila range.
The company, which is owned by the same family as Jose Cuervo, confirmed today (1 March) that it will assume the sales, marketing and distribution mantle from 1 July. Diageo is set to relinquish its hold on the range after talks with the Beckmann family collapsed late last year.
The family will look to find alternative distributors in its other markets: Diageo handled the Tequila globally, with the exxception of Mexico.
“We plan to make considerable investments in brand building and innovation for the Jose Cuervo portfolio to accelerate its growth,” said Proximo's CEO & president, Mark Teasdale. “We are looking forward to returning Jose Cuervo to its position as the most exciting Tequila brand in the category."
The US is by far the largest market for Jose Cuervo outside of Mexico.
The full portfolio comprises Especial Gold, Tradicional, Platino, Reserva de la Familia, Golden Margarita, Authentic Jose Cuervo Margaritas and Jose Cuervo Margarita Mix.
- Can Bacardi take its rum back to the party?
- What Trans-Pacific Partnership means for drinks
- AB InBev, SABMiller - Here's what'll happen next
- Japan and the global soft drinks race
- ABInBev on the verge of SABMiller buy? - Comment
- A-B InBev raises SABMiller offer to GBP70.5bn
- Carlsberg UK chief James Lousada quits
- Brito gives call to arms to SABMiller shareholders
- Beam Suntory CMO to stand down
- Ketel One co-owner now Bols' largest shareholder
- The IWSR Duty Free/Travel Retail Summary Report 2015
- Future growth opportunities for global spirits
- Global gin insights - market data, product innovation and consumer trends research
- Anheuser-Busch InBev SA/NV - Strategy and SWOT Report