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UK/IRELAND: Proximo takes on Jose Cuervo distribution

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Proximo Spirits is to replace Diageo as the UK & Ireland distributor of Tequila brand Jose Cuervo.

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The company, which is owned by the same family as Cuervo, said today (3 April) that it will take over sales, marketing and distribution from 1 July. Diageo is to relinquish its hold on the Cuervo portfolio after talks with the Beckmann family collapsed late last year.

Proximo's UK arm also said it will open a new London office to run its UK & Irish operations. “With the addition of Jose Cuervo to our portfolio, now is the right time for us to bring our brands back under our control,” Proximo Spirits UK's GM, Dave Steward, said. “We look forward to building on the good work Diageo has put in place during its tenure.”

Last month, Proximo announced it will handle Cuervo's distribution in the US and Canada.

Previously, Diageo handled the Tequila globally, with the exception of Mexico.


Sectors: Spirits

Companies: Diageo

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