Proximo Spirits
| Company type | Private |
|---|---|
| Industry | Alcoholic beverage |
| Founded | 2007 |
| Founder | Beckmann family |
| Headquarters | Jersey City, New Jersey , United States |
Area served | Global |
Key people | Mauricio Vegara (head of U.S. and Canada operations) |
| Products | Tequila, vodka, rum, whiskey, gin, liqueur, margarita mixes |
| Owner | Beckmann family |
Proximo Spirits, Inc. is a global American alcoholic beverage corporation based in Jersey City, New Jersey. It stands as a prominent distributor of tequila and various other spirits, most notably recognized for Jose Cuervo, the leading tequila brand worldwide.
The company's extensive portfolio features more than twelve spirit labels, including Jose Cuervo, 1800 Tequila, Three Olives Vodka, Kraken Black Spiced Rum, and Boodles British Gin. It also encompasses artisanal brands such as Hangar 1 Vodka and Stranahan's Colorado Whiskey.
History
Established in 2007 by the Beckmann family, proprietors of Jose Cuervo, Proximo assumed the U.S. distribution rights for Jose Cuervo from Diageo in July 2013. This transition also brought control over Old Bushmills Distillery. That same year, Proximo inaugurated its UK branch, Proximo Spirits UK, headquartered in London. Both Proximo and Jose Cuervo continue to be owned by the Beckmann family, who are descendants of founder Jose María Guadalupe de Cuervo.
By 2013, Proximo was responsible for distributing approximately 6 million cases each year. The following year, it launched TINCUP whiskey through a collaboration with Jess Graber, founder of Stranahan's. In 2021, Proximo secured a majority ownership in Proper No. Twelve with an investment reaching $600 million. The company further broadened its European footprint by acquiring Spanish distributor Icon Spirits in October 2023, thereby concluding its partnership with Maison Villevert. In 2025, Mauricio Vegara was named head of Proximo’s operations across the U.S. and Canada, strengthening its leadership strategy within North America.
Tequila
- Jose Cuervo (various expressions, 35-40% abv)
- 1800 Tequila (full range, 35-50% abv)
- Gran Centenario (premium small-batch 100% blue agave, 38% abv)
- Maestro Dobel Tequila (clear blend of extra añejo, añejo, and reposado made from 100% blue agave, 40% abv)
- Zarco (available in silver and gold versions, 40% abv)
Vodka
- Three Olives Vodka (offered in unflavored and flavored variants, 35-40% abv)
- Hangar 1 Vodka (California-crafted grape-based vodka infused with fruit flavors, 40% abv)
Rum
- Kraken Black Spiced Rum (Caribbean origin spiced rum, 47% abv)
- Lola Belle Cherry Rum (Caribbean rum infused with maraschino cherries, 40% abv)
- Ron Matusalem Rum (Cuban-style rum aged using Solera method in the Dominican Republic, 40% abv)
American Whiskey
- Black Dirt Distillery from Orange County, New York
- Stranahan's Colorado Whiskey (the first legally distilled whiskey in Colorado, 47% abv)
- Tincup American Whiskey (a blend of corn, rye, and malt grains, 42% abv)
- Old Camp Whiskey (Peach Pecan Whiskey created by country duo Florida Georgia Line, 35% abv)
- Wolf Moon Bourbon Whiskey (Straight Bourbon crafted by Jason Aldean and Florida Georgia Line, 40% abv)
- Virginia Black Whiskey
Canadian Whisky
- Pendleton Canadian Whisky
Irish Whiskey
- Bushmills Irish Whiskey
- The Sexton Single Malt Irish Whiskey
- Proper No. Twelve (partially owned by Conor McGregor, 40% abv)
Gin
- Boodles British Gin (London dry style, 45.2% alcohol by volume)
Liqueur
- Agavero (a tequila-based liqueur crafted from 100% blue agave and infused with additional flavors, 32% alcohol by volume)
Margaritas
- Jose Cuervo margarita mixes (available in a range of alcohol strengths from 0% up to 12.7% abv)
Marketing
In 2009, Proximo established promotional partnerships with the Los Angeles Lakers, followed by a similar agreement with the New York Knicks in 2010, to market 1800 Tequila within their venues. Their advertising initiatives have included prominent figures such as actor Kiefer Sutherland endorsing Jose Cuervo; actors Ray Liotta, Michael Imperioli, and rapper Rick Ross representing 1800 Tequila; as well as actor Clive Owen and rapper Lil' Kim promoting Three Olives Vodka. These collaborations have significantly boosted brand exposure and strengthened market presence among targeted consumer segments.
Awards
- 2023: American Whiskey Masters, Gold Medal awarded for Single Malt - Super Premium category