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With Shift To Proximo, Cuervo To Move To Young’s Market In Western States

May 14, 2013

With Proximo Spirits set to assume U.S. marketing and distribution for Jose Cuervo Tequila from Diageo effective July 1, Young’s Market Co. has announced that it will become Cuervo’s distributor in California, Arizona, Hawaii and its Northwest control states on the same date. Cuervo, along with Diageo’s other spirits brands, is currently handled by Southern Wine & Spirits in California and Hawaii, and by Alliance Beverage (the joint venture between Charmer Sunbelt and Glazer’s) in Arizona.

California alone represents more than 2.5 million cases in Tequila volume annually, with Cuervo by far the top seller. Cuervo’s volume share of the U.S. Tequila market stood at 27% in 2012, down from 32% in 2009, according to Impact Databank.

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