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Proximo Enters Burgeoning Mezcal Segment With Creyente Brand

May 18, 2016

Proximo Spirits is moving into the small but fast-growing mezcal category with a new upscale brand, Creyente. Retailing at around $50 a 750-ml., the 80-proof mezcal is launching nationally, joining a Proximo portfolio that includes Jose Cuervo, 1800, The Kraken, Bushmills, Three Olives, Hangar One, Stranahan’s and Tin Cup, among other spirits brands. According to Proximo, Creyente is made in a style that is loyal to mezcal’s traditional smoky character while retaining a smooth profile. The liquid is a blend of two different 100% Espadin agave mezcals from Oaxaca—one from the Tlacolula region and one from Yautepec.

Creyente will compete against other mezcals such as William Grant & Sons’ Montelobos, Anchor Distilling’s Mezcal Amarás, Riviera Imports’ Tres Papalote, Davos Brands’ Sombra and Viejo Indecente among others. The new product is the second within a month for Proximo, which debuted Virginia Black Decadent American Whiskey—a collaboration with DeLeón Tequila founder Brent Hocking and rapper Drake—in recent weeks.

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