News Alert: Proximo Moves To Breakthru In California
July 11, 2025Proximo Spirits has become the latest key supplier to move to the Breakthru Beverage Group portfolio in California, as the reverberations from RNDC’s exit from the Golden State continue.
Proximo and Breakthru are also partnered in Colorado, Missouri, and Nevada.
“We’ve seen strong performance with Breakthru in other key markets and have been impressed by their investments into a strong commercial and operational infrastructure in California that will lead to long-term growth,” said Mauricio Vergara, president and CEO of Proximo Spirits. “Their insights-driven approach and commitment to execution are essential qualities in a market as competitive and complex as California. We’re excited to expand our partnership and unlock sustainable growth opportunities across the state.”
Led by Tequila leader Jose Cuervo, the Proximo portfolio also includes 1800 Tequila, Gran Centenario Tequila, Bushmills Irish Whiskey, Stranahan’s Rocky Mountain Single Malt Whiskey, The Kraken Black Spiced Rum, Tincup American Whiskey, and Boodles British Gin among others.
Proximo ranks as the eighth-largest spirits player in the U.S. in volume terms, according to Impact Databank, at 12.8 million cases.
The deal with Proximo marks another key addition for Breakthru in California, where the nation’s third-ranked wholesaler of spirits and wine has also welcomed suppliers including Riboli, Delicato, Concha y Toro, O’Neill, Banfi, Wilson Daniels, and Ridge Vineyards, among others, in recent weeks.
“Proximo’s portfolio includes some of the most well-respected and in-demand brands in the industry, particularly in Tequila and premium whiskeys, and we are focused on delivering the strategic focus, market expertise, and operational strength needed to support their continued success,” said Breakthru president and CEO Tom Bené.–Daniel Marsteller
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