Photo: Jose Cuervo
U.S. firm Proximo Spirits will begin distributing Jose Cuervo brand tequilas in the United States, replacing Britain’s Diageo, Mexico’s Casa Cuervo S.A. said in a statement.
“Casa Cuervo, the world’s largest tequila producer and marketer, confirms that the firm Proximo Spirits will take over the U.S. distribution of its products starting on July 1 of this year,” the statement said.
Casa Cuervo CEO Juan Domingo Beckmann said Diageo has been a strategic partner for many years but that a new stage in the Mexican company’s international expansion has begun with its agreement with Proximo.
“With ten generations of tequila-making in the family, Casa Cuervo is excited to embark on this next chapter in the strategic expansion of its world-renowned tequilas,” he said.
Proximo Spirits President and CEO Mark Teasdale said, for his part, that “Jose Cuervo is the world’s biggest tequila brand, and we are excited to take over its sales, marketing and distribution for the USA and Canada.”
“We plan to make considerable investments in brand building and innovation for the Jose Cuervo portfolio to accelerate its growth,” Teasdale added.
Founded in 1795, Casa Cuervo has a portfolio of tequilas that includes Jose Cuervo Especial Gold, the world’s top-selling tequila; Jose Cuervo Tradicional; Jose Cuervo Platino; and Jose Cuervo Reserva de la Familia, among others.