Proximo Spirits, Inc., is an American multinational

alcoholic beverage Drinks containing alcohol (drug), alcohol are typically divided into three classes—beers, wines, and Distilled beverage, spirits—with alcohol content typically between 3% and 50%. Drinks with less than 0.5% are sometimes considered Non-al ...

company, with its headquarters in

Jersey City, New Jersey Jersey City is the List of municipalities in New Jersey, second-most populous

. It is a major distributor of

tequila Tequila (; ) is a liquor, distilled beverage made from the blue agave plant, primarily in the area surrounding the city of Tequila, Jalisco, Tequila northwest of Guadalajara, Jalisco, Guadalajara, and in the Jaliscan Highlands (''Los Altos (Jal ...

and other spirits, it is best known for

Jose Cuervo Jose Cuervo is a Mexican brand of tequila manufactured by Proximo Spirits. As of 2012, it was the best-selling tequila brand in the world,Dana Cimilluca, Paul Sonne and Simon Zekaria“Diageo Ends Its Attempt to Buy Jose Cuervo Tequila,”''Wall ...

, the world's largest-selling tequila brand.Noreen O'Leary
“Jose Cuervo Shifts U.S. Agencies,”
'' Ad Week'', July 1, 2013. Proximo owns over a dozen spirits brands, including

, 1800 Tequila, Three Olives Vodka, Kraken Black Spiced Rum and

Boodles British Gin Boodles British Gin is a brand of gin bottled and distributed in the United Kingdom by Proximo Spirits. History Boodles was named after Boodle's Gentlemen's club (traditional), gentlemen's club in St. James's, London, founded in 1762 and original ...

, as well as craft spirits such as Hangar 1 Vodka and Stranahan's Colorado Whiskey.David Lincoln Ross
“Tequila All Around,”
''Beverage Dynamics'', May 2013.

History

Proximo Spirits was founded in 2007 by the Beckmann family, who also owned and operated Jose Cuervo. In a deal announced in March 2013, Proximo took over the Jose Cuervo distribution rights from

Diageo Diageo plc ( ) is a British Multinational corporation, multinational alcoholic beverage company, with its headquarters in London, England. It is a major distributor of Scotch whisky and other spirits and operates from 132 sites around the world ...

on July 1, 2013. The deal also give Proximo Spirits control over Old Bushmills Distillery.E.J. Schultz
“McCann Wins Cuervo as Tequila Leaves Diageo in U.S.,”
''

Advertising Age ''Ad Age'' (known as ''Advertising Age'' until 2017) is a global media brand that publishes news, analysis, and data on marketing and media. Its namesake magazine was started as a broadsheet newspaper in Chicago in 1930. ''Ad Age'' appears in ...

'', July 1, 2003.

London London is the Capital city, capital and List of urban areas in the United Kingdom, largest city of both England and the United Kingdom, with a population of in . London metropolitan area, Its wider metropolitan area is the largest in Wester ...

-based Proximo Spirits UK was launched in July 2013. Both Proximo and Cuervo are controlled by the Beckmann family, descendants of Jose María Guadalupe de Cuervo. As of 2013, Proximo distributes approximately 6 million total cases per year. Proximo announced the release of TINCUP whiskey, a partnership with Stranahan's Colorado Whiskey founder Jess Graber, in 2014. In 2021, Proximo bought a majority stake in Proper No. Twelve Irish whiskey, in a deal worth up to $600 million. Proximo acquired Spanish distribution firm Icon Spirits in October 2023, ending its joint venture with Maison Villevert. In 2025, Proximo announced that Mauricio Vegara would now manage the US and Canada region for the company.

Brands

Tequila

(all varieties, 35-40% abv) * 1800 Tequila (all varieties, 35-50% abv) * Gran Centenario (premium small batch 100% blue agave tequila, 38% abv) * Maestro Dobel Tequila (a clear 100% blue agave blend of extra añejo, añejo and reposado tequilas, 40% abv) * Zarco (in silver and gold varieties, 40% abv)

Vodka

* Three Olives Vodka (available unflavored and in a wide range of flavors, 35-40% abv) * Hangar 1 Vodka (grape-based, fruit-infused vodka from California, 40% abv)

Rum

* Kraken Black Spiced Rum (Caribbean rum, 47% abv) * Lola Belle Cherry Rum (Caribbean rum infused with maraschino cherries, 40% abv) * Ron Matusalem Rum (Cuban rum produced in the Dominican Republic using the

Solera Solera is a process for aging liquids such as wine, beer, vinegar, and brandy, by fractional blending in such a way that the finished product is a mixture of ages, with the average age gradually increasing as the process continues over many yea ...

aging process, 40% abv)

Whiskey

American Whiskey

* Black Dirt Distillery, Orange County New York * Stranahan's Colorado Whiskey (the first legal whiskey distilled in Colorado, 47% abv)Jeffries Blackerby
“Blithe Spirits,”
''

New York Times Magazine ''The New York Times Magazine'' is an American Sunday magazine included with the Sunday edition of ''The New York Times''. It features articles longer than those typically in the newspaper and has attracted many notable contributors. The magazin ...

'', November 11, 2011. * Tincup American Whiskey (whiskey made with a blend of corn, rye and malt, 42% abv)Amy Hopkins
“Proximo Targets Bourbon Lovers With Tincup,”
''The Spirits Business'', January 20, 2014. *Old Camp Whiskey (Created by country duo

Florida Georgia Line Florida Georgia Line was an American country music duo founded in 2010 by vocalists and songwriters Tyler Hubbard of Georgia and Brian Kelley of Florida. Their 2012 debut single " Cruise" broke two major sales records: it was downloaded over ...

- Peach Pecan Whiskey, 35% abv) *Wolf Moon Bourbon Whiskey (Created by country stars

Jason Aldean Jason Aldine Williams (born February 28, 1977), known professionally as Jason Aldean, is an American country music singer. Since 2005, he has been signed to BBR Music Group, Broken Bow Records, a record label for which he has released eleven alb ...

and

- Straight Bourbon Whiskey made with a blend of corn, rye, and barley malt, 40% abv) *

Virginia Black Whiskey Virginia Black is a brand of American Bourbon whiskey. History Virginia Black is a collaboration between Brent Hocking and Drake. It is distributed in the United States by Proximo Spirits and is available in Canada, the U.K., Ghana, Kenya, ...

Canadian Whisky

*Pendleton Canadian Whisky

Irish Whiskey

* Bushmills Irish Whiskey *The Sexton Single Malt Irish Whiskey * Proper No. Twelve (Irish whiskey partially owned by

Conor McGregor Conor Anthony McGregor (born 14 July 1988) is an Irish professional mixed martial arts, mixed martial artist. He is a former Ultimate Fighting Championship (UFC) UFC Featherweight Championship, Featherweight and UFC Lightweight Championship, Li ...

40% abv) Seáneen Sullivan
“Conor McGregor’s new whiskey: A taste test,”
''

The Irish Times ''The Irish Times'' is an Irish daily broadsheet newspaper and online digital publication. It was launched on 29 March 1859. The editor is Ruadhán Mac Cormaic. It is published every day except Sundays. ''The Irish Times'' is Ireland's leading n ...

'', September 20, 2018.

Gin

(London dry gin, 45.2% abv)

Liqueur

* Agavero (tequila liqueur made with 100% blue agave blended with various flavors, 32% abv)

Margaritas

* Jose Cuervo

margarita A margarita is a cocktail consisting of tequila, triple sec, and lime juice. Some margarita recipes include simple syrup as well and are often served with salt on the rim of the glass. Margaritas can be served either shaken with ice (on the rock ...

mixes (all varieties, 0%-12.7% abv)

Marketing

Proximo signed marketing agreements with the

Los Angeles Lakers The Los Angeles Lakers are an American professional basketball team based in Los Angeles. The Lakers compete in the National Basketball Association (NBA) as a member of the Pacific Division (NBA), Pacific Division of the Western Conference (NBA ...

in 2009 and the

New York Knicks The New York Knickerbockers, shortened and more commonly referred to as the New York Knicks, are an American professional basketball team based in the Boroughs of New York City, New York City borough of Manhattan. The Knicks compete in the Na ...

in 2010, to promote 1800 Tequila at their respective stadiums.Ken Belson
“Knicks Add Tequila to Roster of Sponsors,”
''

New York Times ''The New York Times'' (''NYT'') is an American daily newspaper based in New York City. ''The New York Times'' covers domestic, national, and international news, and publishes opinion pieces, investigative reports, and reviews. As one of ...

'', October 25, 2010. Proximo's ad campaigns have featured actor

Kiefer Sutherland Kiefer William Frederick Dempsey George Rufus Sutherland (born 21 December 1966) is a Canadian actor. He is best known for his starring role as Jack Bauer in the Fox Broadcasting Company, Fox drama series ''24 (TV series), 24'' (2001–2010, 20 ...

for Jose Cuervo; actor

Ray Liotta Raymond Allen Liotta (; December 18, 1954 – May 26, 2022) was an American actor. He first gained attention for his role in the film '' Something Wild'' (1986), which earned him a Golden Globe Award nomination. He was best known for his portray ...

, actor

Michael Imperioli Michael Imperioli (born March 26, 1966) is an American actor. He is best known for his role as Christopher Moltisanti in the HBO crime drama series ''The Sopranos'' (1999–2007), which earned him the Primetime Emmy Award for Outstanding Suppor ...

and rapper

Rick Ross William Leonard Roberts II (born January 28, 1976), known professionally as Rick Ross, is an American rapper. An influential figure in modern Hip-hop, hip hop music, Rick Ross has become known for his "Wiktionary:booming, booming" vocal perfor ...

for 1800 Tequila; actor

Clive Owen Clive Owen (born 3 October 1964) is an English actor. He first gained recognition in the United Kingdom for playing the lead role in the ITV series '' Chancer'' from 1990 to 1991. He received critical acclaim for his work in the film '' Close ...

and rapper

Lil' Kim Kimberly Denise Jones (born July 11, 1974), Those giving 1974 include: * * * * * better known by her stage name Lil' Kim, is an American rapper. She was born and raised in New York City and lived much of her adolescent life on the streets after ...

for Three Olives Vodka; and musician

Perry Farrell Perry Farrell (born Peretz Bernstein; March 29, 1959) is an American singer, songwriter, and musician referred to as the " Godfather of Alternative Music". Farrell began his career with Psi Com in the early 1980s, before becoming the frontman ...

for Maestro Dobel Tequila.

Awards

*2023: American Whiskey Masters, Gold Medal - Single Malt - Super Premium

References

External links

* {{Official website, http://www.proximospirits.com/ Companies based in Jersey City, New Jersey American companies established in 2007 Distilleries in New Jersey