News Alert: Proximo Revamps Distribution, Expanding Ties With BBG, Johnson Bros, SGWS

Proximo Spirits has unveiled new distribution alignments across the U.S. today, parting ways with RNDC in all markets except Georgia and New Mexico. Led by 4.8-million-case Jose Cuervo Tequila, Proximo ranks as the eighth-largest spirits marketer in the U.S., according to Impact Databank, with volume down an estimated 4.5% to approximately 12.3 million cases in 2025.

Under the company’s distribution realignment, Breakthru Beverage Group will now handle Proximo’s portfolio across Florida, South Carolina, Arizona, Maryland, and Washington, D.C. Breakthru also recently gained Proximo’s stable in California, following RNDC’s exit from that market.

Johnson Brothers will now distribute Proximo’s brands in Texas, Hawaii, Montana, Idaho, Wyoming, Utah, North Carolina, and Virginia; and Southern Glazer’s Wine & Spirits is gaining the portfolio in Louisiana and Oklahoma. Proximo has also confirmed new distributor alliances with Superior Beverage Group in Ohio and Great Lakes Wine & Spirits in Michigan.

According to a statement from Proximo, “This strategic alignment reflects a sharpened focus on execution discipline, commercial performance, and sustained long-term growth in the U.S. market for Proximo’s leading Tequila portfolio and its diverse range of premium spirits brands across key categories.”

In the U.S. and Canada, Cuervo’s third-quarter 2025 volume slipped 6.4% to 3.4 million cases, with net sales declining 10.3% at constant currency to $330 million (P$6 billion). The company attributed the U.S. and Canada decrease to “challenges in the ready-to-serve category, as well as retail disruptions in Canada that affected select U.S.-made products,” along with a more competitive operating environment.

At the ground level, Cuervo’s higher-priced Tequilas like Gran Centenario, Maestro Dobel, and Gran Coramino have been boosting U.S. volume lately, along with 400 Conejos mezcal, which has rapidly climbed the leaderboard in that segment.–Daniel Marsteller