Exclusive: Constellation Veteran Matt Deegan To Become Chief Sales Officer At Proximo
June 26, 2023Matt Deegan, a veteran of Constellation Brands and Beam Suntory, is departing his role as senior vice president and chief sales officer of Constellation’s wine and spirits unit to become chief sales officer for the U.S. and Canada at Proximo Spirits effective July 31, SND has learned. The Proximo portfolio in the U.S. totaled almost 14 million 9-liter cases last year, according to Impact Databank.
Deegan joined Constellation in 2016, rising to lead sales at the company’s wine and spirits unit, which had sales of just under $2 billion in Constellation’s fiscal year through February. Prior to that, he spent 14 years with Beam Suntory and its forerunners in a variety of roles, and earlier in his career spent time with Southern Glazer’s, Campari, and Reyes Holdings.
“I was really impressed with Matt’s knowledge of the market, the industry, and the distribution network,” Proximo CEO Luis Felix told SND. “We’re confident that he will bring fresh air to our company, and the level of energy that we need to face this very competitive market. He saw the great portfolio of brands at Proximo, as well as our long-term focus and investment, and understands the great potential to really continue building our Tequila and whiskey portfolio and the other brands that we have.”
“I intend to help drive the transformation of the Proximo Spirits business across the U.S. and Canada,” Deegan told SND, “not only driving a higher degree of penetration within on-premise, but also, making sure that we drive a digital transformation of the Proximo Spirits business will be mission critical.
“I couldn’t be more excited to help write the next chapter in what I would consider one of the most sought-after pure-play spirits portfolios in the industry,” Deegan added. “Not only do we play in momentum categories, but [Cuervo CEO] Juan Domingo Beckmann represents the 11th generation of the family that invented Tequila, and I’m excited to continue to drive the portfolio forward.”—Daniel Marsteller
| Proximo Spirits—Key Brands (thousands of 9-liter case depletions) |
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| Brand | Origin/Type | 2021 | 2022 | Percent Change1 |
|---|---|---|---|---|
| Jose Cuervo | Tequila | 4,820 | 5,085 | 5.5% |
| Jose Cuervo Margaritas2 | Pre-Mixed Cocktail | 3,030 | 2,750 | -9.0% |
| 1800 | Tequila | 1,800 | 2,025 | 12.5% |
| 1800 Ultimate Margarita | Pre-Mixed Cocktail | 1,245 | 1,190 | -4.5% |
| Pendleton | Canadian Whisky | 450 | 499 | 11.0% |
| The Kraken | Imported Rum | 390 | 380 | -2.5% |
| Proper No. Twelve | Irish Whiskey | 280 | 276 | -1.5% |
| Gran Centenario | Tequila | 184 | 230 | 25.2% |
| Bushmills | Irish Whiskey | 195 | 195 | 0.0% |
| Maestro Dobel | Tequila | 107 | 135 | 26.3% |
| Total Key Proximo Brands | 12,491 | 12,765 | 2.2% | |
| 1 Based on unrounded data. 2 Includes Authentic and Golden. Source: IMPACT DATABANK © 2023 |
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