Proximo Spirits has launched a US TV ad for its Jose Cuervo Tradicional Tequila.

The ad, which was unveiled late last month, will air on US cable channels and online, a Proximo spokesperson told just-drinks today (6 May). The push is supported by the launch of an augmented reality app that, when viewed through a smart phone, turns a bottle of Tradicional into a Cuervo bar.

Proximo said the “History in a Bottle” app also allows consumers to learn about the history of Tradicional, share through social media and visit the YouTube channel to watch the TV spot.

New Jersey-based Proximo is owned by Mexico's Beckmann family, which also owns the Jose Cuervo Tequila brand. Last year, the division took over distribution of Jose Cuervo from Diageo after the UK-based firm ceded global distribution rights to the brand.