Interview: Proximo’s Lander Otegui On The Tequila Category

The U.S. Tequila category has nearly doubled in size since 2018, topping 31 million cases last year, according to Impact Databank. Proximo Spirits has been a key driver of that growth, marketing a robust stable of Tequila brands across various price points, including market leader Jose Cuervo at the entry level, Gran Centenario and 1800 in the super-premium tier, and Maestro Dobel and Gran Coramino in the luxury segment. Proximo’s chief marketing officer, Lander Otegui, will be among the speakers at this fall’s 49th Annual Impact Marketing Seminar. Shanken News Daily senior editor Shane English recently caught up with Otegui to drill down on Proximo’s efforts in the Tequila category.

SND: What trends are you seeing in super-premium and luxury Tequilas?

Otegui: We’re excited for the momentum we’re seeing across the super-premium and ultra-premium tiers of our Tequila portfolio. As Mexico’s number-one Tequila, we have been working to elevate Gran Centenario’s presence in the U.S., leaning into its authenticity and craftsmanship. We recently launched our first-ever U.S. campaign for the brand called “Don’t Be A Gringo,” which invites consumers to ditch their Gringo behaviors (from wearing a sombrero, to thinking Cinco de Mayo is Mexican Independence Day) and embrace authentic Mexican culture.

This year, Gran Centenario continues its “Summer of Fútbol” series as “The Official Tequila of Fútbol,” serving as the Official Tequila of both the Leagues Cup and the Mexican National Team’s U.S. Tour 2025. Both fútbol and Tequila are Mexican traditions, passed down from generation to generation.

Maestro Dobel also remains a cornerstone of our ultra-premium strategy. As a pioneer of the Cristalino category, Dobel has continued to innovate with our Dobel 50 expressions ($950 a bottle), showcasing the brand’s versatility. Dobel continues to be a brand that appeals to both connoisseurs and Tequila newcomers, and we do not see that slowing down anytime soon.

Finally, Gran Coramino continues to stand out in the crowded market through its commitment to quality by owning every step from planting to bottling. The brand honors traditional practices, thanks to (Cuervo CEO) Juan Domingo Beckmann’s 11th-generation leadership in Tequila and the collaboration with Kevin Hart.

SND: How does the innovation pipeline look?

Otegui: Premiumization and innovation continue to be key growth drivers across our entire portfolio and our business has doubled in the last five years because of these factors.

Last fall, we released the newest offering from Cuervo, Devil’s Reserve (30% abv, $21 a 750-ml), a sweet, tropical, and spicy infused Tequila. We know LDA Gen Z and younger millennials are craving lower-abv and flavor-forward options and Devil’s Reserve meets that call.

For Reserva de la Familia by Jose Cuervo, we recently launched the brand’s Private Cask Collection in 2024, featuring a limited edition añejo Tequila. This Tequila is sourced exclusively from a diverse range of unique casks hidden away in the cellars of our distillery, La Rojeña. The first offering is a distinct blend of añejo Tequila aged in Colombian Oak and new American oak casks, available at select on-premise locations.

We also released a new luxury expression from 1800 Tequila in April 2024 called 1800 Guachimonton ($160). A golden añejo Tequila, this offering is crafted from Blue Weber agave and made following a distinctive aging process, in American and French Oak barrels and finished in orange Tequila liqueur casks. This process is inspired by the orange trees that were once grown in the heart of Jalisco.

We’ll have more with Lander Otegui in the second part of this interview.

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