Proximo to take over Cuervo’s US distribution4th March, 2013 by Andy Young
US-based distributors Proximo will take over the distribution of Jose Cuervo’s Tequila in the US and Canada on 1 July.
The new deal starts the day after Diageo’s distribution deal with Cuervo finishes. Privately owned by the Beckmann family Proximo, which has been running for just over five years, is based in Jersey City, New Jersey and the company currently distributes brands such as 1800 Tequila, Hangar One Vodka and Stranahan’s Whiskey.
Mark Teasdale, Proximo’s CEO and president said he was looking forward to taking over the challenges of being the North American distributor for Cuervo. He said: “We plan to make considerable investments in brand building and innovation for the Jose Cuervo portfolio to accelerate its growth.
“We are looking forward to returning Jose Cuervo to its position as the most exciting Tequila brand in the category.”
Despite long talks between the two parties Diageo and Cuervo announced in December last year that their 26-year partnership was coming to an end. And last week Pernod Ricard’s deputy chairman and chief executive Pierre Pringuet said the company had no plans to make a deal with the Beckmann family.
Casa Cuervo CEO Juan-Domingo Beckmann acknowledged his company’s long association with Diageo, but said he was looking forward to the new partnership with Proximo, he said: “Diageo has been a significant partner of Jose Cuervo for many years, but 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.”
Proximo currently distributes around 2.5 million cases per year for its 12 premium brands, and the new deal with Cuervo should see this rise by a further 3.5 million cases.