{"id":160253,"date":"2025-03-27T19:12:35","date_gmt":"2025-03-27T19:12:35","guid":{"rendered":"https:\/\/peraltafinancing.com\/alcohol\/exclusive-news-and-research-on-the-wine-spirits-and-beer-business-59\/"},"modified":"2025-03-27T19:12:35","modified_gmt":"2025-03-27T19:12:35","slug":"exclusive-news-and-research-on-the-wine-spirits-and-beer-business-59","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=160253","title":{"rendered":"Exclusive news and research on the wine, spirits and beer business"},"content":{"rendered":"


\n<\/p>\n

\n

Exclusive: Mauricio Vergara Named CEO Of Proximo Spirits<\/h2>\n

\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tMarch 27, 2025<\/a><\/span><\/p>\n

Industry veteran Mauricio Vergara has been appointed CEO of Grupo Cuervo\u2019s Proximo Spirits, effective July 1. He succeeds Luis Felix, who has led Proximo since 2021 and is retiring after a 25-year career with Grupo Cuervo. Proximo ranks as the eighth-largest spirits player in the U.S. in volume terms, according to Impact Databank.<\/span><\/p>\n

Vergara will be based at Proximo Spirits\u2019 headquarters in Jersey City, New Jersey. He brings over 30 years of experience in the beverage industry, with the last 25 years dedicated to the beer and spirits categories.<\/p>\n

Vergara is a veteran of Bacardi, where he served from 2013 up through last year, most recently serving as president and COO of Patr\u00f3n Tequila, D\u2019Uss\u00e9 Cognac, and Ilegal Mezcal. During his tenure with Bacardi he also led the flagship rum and Grey Goose vodka brands, among other roles. Prior to joining Bacardi he spent time in the Brown-Forman, SABMiller, and Coca-Cola organizations.<\/p>\n

During his career, Vergara \u201chas spearheaded some of the world\u2019s most profitable, iconic, and legacy brands, driving global expansion strategies and launching innovations across major markets, including the U.S., Europe, Latin America, Asia Pacific, and EMEA, while navigating complex industry, economic, and supply chain challenges,\u201d the company said in a statement to SND, adding that he will collaborate closely with Juan Domingo Beckmann, chairman and CEO of Becle (Cuervo), to accelerate growth across the portfolio.<\/span><\/p>\n

Vergara takes the helm at Proximo amid turbulent times in the drinks market. According to Impact Databank, Proximo\u2019s market-leading Jose Cuervo Tequila dipped 2% to 4.92 million cases in the U.S. last year, while 1800 was down 2.6% to 2 million cases. But the company saw growth at the higher end, with Gran Centenario up 12% to 271,000 cases and Gran Coramino rising 30% to 90,000 cases. In mezcal, 400 Conejos was up 38% to 70,000 cases. The company\u2019s Tequila-based cocktails dragged down volume last year, with Jose Cuervo Margaritas and 1800 Ultimate Margarita both declining by double-digits.<\/p>\n

Globally, Grupo Cuervo saw net sales slip 3% to $2.2 billion organically at constant currency last year on volume down 6% to 25 million cases. EBITDA was up 17% to $436 million, however, boosted by higher margins. The company attributed the volume decrease to its RTD labels, noting that \u201cmarket saturation and competition from smaller-format presentations\u201d created challenges, especially in the U.S. and Canada. Cuervo\u2019s U.S. and Canada region was down 2% on a like-for-like basis at constant currency to $1.23 billion for the full year on a 4% volume decline to 14.3 million cases.\u2014Daniel Marsteller<\/em><\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Proximo Spirits\u2014Key Brands in the U.S.<\/strong>
<\/strong>(thousands of 9-liter case depletions)<\/small><\/td>\n<\/tr>\n<\/thead>\n
Brand<\/th>\nType<\/th>\n2023<\/th>\n2024<\/th>\nPercent
Change1<\/sup><\/th>\n<\/tr>\n
Jose Cuervo<\/td>\nTequila<\/td>\n5,020<\/td>\n4,920<\/td>\n-2.0%<\/td>\n<\/tr>\n
Jose Cuervo Margaritas<\/td>\nPre-Mixed Cocktail<\/td>\n2,570<\/td>\n2,275<\/td>\n-11.5%<\/td>\n<\/tr>\n
1800<\/td>\nTequila<\/td>\n2,100<\/td>\n2,045<\/td>\n-2.6%<\/td>\n<\/tr>\n
1800 Ultimate Margarita<\/td>\nPre-Mixed Cocktail<\/td>\n1,035<\/td>\n860<\/td>\n-17.0%<\/td>\n<\/tr>\n
Pendleton<\/td>\nCanadian Whisky<\/td>\n522<\/td>\n506<\/td>\n-3.0%<\/td>\n<\/tr>\n
The Kraken<\/td>\nImported Rum<\/td>\n378<\/td>\n340<\/td>\n-10.0%<\/td>\n<\/tr>\n
Gran Centenario<\/td>\nTequila<\/td>\n242<\/td>\n271<\/td>\n12.0%<\/td>\n<\/tr>\n
Proper No. 12<\/td>\nIrish Whiskey<\/td>\n309<\/td>\n269<\/td>\n-13.0%<\/td>\n<\/tr>\n
Bushmills<\/td>\nIrish Whiskey<\/td>\n185<\/td>\n170<\/td>\n-8.5%<\/td>\n<\/tr>\n
Maestro Dobel<\/td>\nTequila<\/td>\n131<\/td>\n129<\/td>\n-2.0%<\/td>\n<\/tr>\n
Gran Coramino<\/td>\nTequila<\/td>\n79<\/td>\n90<\/td>\n29.5%<\/td>\n<\/tr>\n
400 Conejos<\/td>\nMezcal<\/td>\n51<\/td>\n70<\/td>\n37.5%<\/td>\n<\/tr>\n
Total Key Brands2<\/sup><\/th>\n12,613<\/td>\n11,944<\/td>\n-5.3%<\/td>\n<\/tr>\n<\/tbody>\n
1 Based on unrounded data.
2 Addition of columns may not agree due to rounding.
Source: IMPACT DATABANK \u00a9 2025<\/strong><\/small><\/small><\/td>\n<\/tr>\n<\/tfoot>\n<\/table>\n

Subscribe to Shanken News Daily\u2019s Email Newsletter, delivered to your inbox each morning.
\n<\/a><\/p>\n

Tagged : 1800<\/a>, Cuervo<\/a>, Gran Centenario<\/a>, Pendleton<\/a>, Proximo<\/a><\/span><\/p>\n

GET YOUR FIRST LOOK AT 2024 PROJECTIONS FOR THE WINE AND SPIRITS INDUSTRIES. ORDER YOUR 2024 IMPACT DATABANK REPORTS<\/span>. CLICK HERE.<\/a><\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"

Exclusive: Mauricio Vergara Named CEO Of Proximo Spirits March 27, 2025 Industry veteran Mauricio Vergara has been appointed CEO of Grupo Cuervo\u2019s Proximo Spirits, effective July 1. He succeeds Luis Felix, who has led Proximo since 2021 and is retiring after a 25-year career with Grupo Cuervo. Proximo ranks as the eighth-largest spirits player in […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12029],"tags":[3171,907,1305,1820,10113,16238,9182],"dealstore":[],"offerexpiration":[],"class_list":["post-160253","post","type-post","status-publish","format-standard","hentry","category-alcohol","tag-beer","tag-business","tag-exclusive","tag-news","tag-research","tag-spirits","tag-wine"],"yoast_head":"\nExclusive news and research on the wine, spirits and beer business - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=160253\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Exclusive news and research on the wine, spirits and beer business - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Exclusive: Mauricio Vergara Named CEO Of Proximo Spirits March 27, 2025 Industry veteran Mauricio Vergara has been appointed CEO of Grupo Cuervo\u2019s Proximo Spirits, effective July 1. He succeeds Luis Felix, who has led Proximo since 2021 and is retiring after a 25-year career with Grupo Cuervo. Proximo ranks as the eighth-largest spirits player in […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/fivemor.com\/?p=160253\" \/>\n<meta property=\"og:site_name\" content=\"Som2ny Network\" \/>\n<meta property=\"article:published_time\" content=\"2025-03-27T19:12:35+00:00\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/fivemor.com\/?p=160253#article\",\"isPartOf\":{\"@id\":\"https:\/\/fivemor.com\/?p=160253\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371\"},\"headline\":\"Exclusive news and research on the wine, spirits and beer business\",\"datePublished\":\"2025-03-27T19:12:35+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/fivemor.com\/?p=160253\"},\"wordCount\":550,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/fivemor.com\/#organization\"},\"keywords\":[\"Beer\",\"Business\",\"EXCLUSIVE\",\"NEWS\",\"Research\",\"spirits\",\"Wine\"],\"articleSection\":[\"Alcohol\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/fivemor.com\/?p=160253#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/fivemor.com\/?p=160253\",\"url\":\"https:\/\/fivemor.com\/?p=160253\",\"name\":\"Exclusive news and research on the wine, spirits and beer business - Som2ny Network\",\"isPartOf\":{\"@id\":\"https:\/\/fivemor.com\/#website\"},\"datePublished\":\"2025-03-27T19:12:35+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/fivemor.com\/?p=160253#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/fivemor.com\/?p=160253\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/fivemor.com\/?p=160253#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/fivemor.com\/?bp_activities=1\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Exclusive news and research on the wine, spirits and beer business\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/fivemor.com\/#website\",\"url\":\"https:\/\/fivemor.com\/\",\"name\":\"Som2ny Network\",\"description\":\"Daily Deals\",\"publisher\":{\"@id\":\"https:\/\/fivemor.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/fivemor.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/fivemor.com\/#organization\",\"name\":\"Som2ny Network\",\"url\":\"https:\/\/fivemor.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2026\/07\/4a0953c4-logo-300x86-1.png\",\"contentUrl\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2026\/07\/4a0953c4-logo-300x86-1.png\",\"width\":300,\"height\":86,\"caption\":\"Som2ny Network\"},\"image\":{\"@id\":\"https:\/\/fivemor.com\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371\",\"name\":\"admin\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/729ae85bf62b9917e93538db2f2688ca?s=96&r=g&default=https%3A%2F%2Ffivemor.com%2Fwp-content%2Fplugins%2Fbuddypress-first-letter-avatar%2Fimages%2Fdefault%2F96%2Flatin_a.png\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/729ae85bf62b9917e93538db2f2688ca?s=96&r=g&default=https%3A%2F%2Ffivemor.com%2Fwp-content%2Fplugins%2Fbuddypress-first-letter-avatar%2Fimages%2Fdefault%2F96%2Flatin_a.png\",\"caption\":\"admin\"},\"sameAs\":[\"https:\/\/fivemor.com\"],\"url\":\"https:\/\/fivemor.com\/?author=1\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Exclusive news and research on the wine, spirits and beer business - Som2ny Network","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/fivemor.com\/?p=160253","og_locale":"en_US","og_type":"article","og_title":"Exclusive news and research on the wine, spirits and beer business - Som2ny Network","og_description":"Exclusive: Mauricio Vergara Named CEO Of Proximo Spirits March 27, 2025 Industry veteran Mauricio Vergara has been appointed CEO of Grupo Cuervo\u2019s Proximo Spirits, effective July 1. He succeeds Luis Felix, who has led Proximo since 2021 and is retiring after a 25-year career with Grupo Cuervo. Proximo ranks as the eighth-largest spirits player in […]","og_url":"https:\/\/fivemor.com\/?p=160253","og_site_name":"Som2ny Network","article_published_time":"2025-03-27T19:12:35+00:00","author":"admin","twitter_card":"summary_large_image","twitter_misc":{"Written by":"admin","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/fivemor.com\/?p=160253#article","isPartOf":{"@id":"https:\/\/fivemor.com\/?p=160253"},"author":{"name":"admin","@id":"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371"},"headline":"Exclusive news and research on the wine, spirits and beer business","datePublished":"2025-03-27T19:12:35+00:00","mainEntityOfPage":{"@id":"https:\/\/fivemor.com\/?p=160253"},"wordCount":550,"commentCount":0,"publisher":{"@id":"https:\/\/fivemor.com\/#organization"},"keywords":["Beer","Business","EXCLUSIVE","NEWS","Research","spirits","Wine"],"articleSection":["Alcohol"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/fivemor.com\/?p=160253#respond"]}]},{"@type":"WebPage","@id":"https:\/\/fivemor.com\/?p=160253","url":"https:\/\/fivemor.com\/?p=160253","name":"Exclusive news and research on the wine, spirits and beer business - Som2ny Network","isPartOf":{"@id":"https:\/\/fivemor.com\/#website"},"datePublished":"2025-03-27T19:12:35+00:00","breadcrumb":{"@id":"https:\/\/fivemor.com\/?p=160253#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/fivemor.com\/?p=160253"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/fivemor.com\/?p=160253#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/fivemor.com\/?bp_activities=1"},{"@type":"ListItem","position":2,"name":"Exclusive news and research on the wine, spirits and beer business"}]},{"@type":"WebSite","@id":"https:\/\/fivemor.com\/#website","url":"https:\/\/fivemor.com\/","name":"Som2ny Network","description":"Daily Deals","publisher":{"@id":"https:\/\/fivemor.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/fivemor.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/fivemor.com\/#organization","name":"Som2ny Network","url":"https:\/\/fivemor.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/fivemor.com\/#\/schema\/logo\/image\/","url":"https:\/\/fivemor.com\/wp-content\/uploads\/2026\/07\/4a0953c4-logo-300x86-1.png","contentUrl":"https:\/\/fivemor.com\/wp-content\/uploads\/2026\/07\/4a0953c4-logo-300x86-1.png","width":300,"height":86,"caption":"Som2ny Network"},"image":{"@id":"https:\/\/fivemor.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371","name":"admin","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/fivemor.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/729ae85bf62b9917e93538db2f2688ca?s=96&r=g&default=https%3A%2F%2Ffivemor.com%2Fwp-content%2Fplugins%2Fbuddypress-first-letter-avatar%2Fimages%2Fdefault%2F96%2Flatin_a.png","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/729ae85bf62b9917e93538db2f2688ca?s=96&r=g&default=https%3A%2F%2Ffivemor.com%2Fwp-content%2Fplugins%2Fbuddypress-first-letter-avatar%2Fimages%2Fdefault%2F96%2Flatin_a.png","caption":"admin"},"sameAs":["https:\/\/fivemor.com"],"url":"https:\/\/fivemor.com\/?author=1"}]}},"_links":{"self":[{"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/posts\/160253","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=160253"}],"version-history":[{"count":0,"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/posts\/160253\/revisions"}],"wp:attachment":[{"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=160253"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=160253"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=160253"},{"taxonomy":"dealstore","embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fdealstore&post=160253"},{"taxonomy":"offerexpiration","embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fofferexpiration&post=160253"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}