Proximo SVP Lander Otegui On The Opportunity In Irish Whiskey
June 22, 2020Grupo Cuervo international arm Proximo Spirits is known for Tequila, but it’s also a rising player in Irish whiskey, marketing Bushmills, The Sexton, and Proper No. Twelve. Proper No. Twelve, owned by Conor McGregor’s Eire Born Spirits, has made a splash in the U.S., jumping out to 124,000 cases in 2019, its first full year on the market. But Proximo senior vice president of marketing Lander Otegui tells SND that Cuervo-owned Bushmills and The Sexton have plenty of upside as well. SND’s associate editor Shane English recently caught up with Otegui to discuss the future of those brands and the premiumization potential within Irish whiskey.
SND: According to Impact Databank, Bushmills grew 4% to 199,000 cases in the U.S. last year. Where is the brand focusing its efforts this year?
Otegui: As the only Irish whiskey brand with the range and maturity of our single malt stocks, we’ve been driving particular focus on our 10-year-old ($45), 16-year-old ($150), and 21-year-old ($250) marks, reintroducing them to the U.S. market at a time of explosive growth in ultra-premium Irish whiskey. We’re launching a new campaign to convey the brand’s special heritage to more whiskey drinkers, with the headline, “Before Bourbon, before Kentucky, before America, there was Bushmills.” We’ve weathered a lot of storms over the centuries, standing the test of time, and that longevity means a lot to today’s consumers.
SND: How are you bringing new Irish whiskey drinkers into the Bushmills fold?
Otegui: We see our newest blend Red Bush ($24), aged in Bourbon barrels, as an entry point for younger American whiskey drinkers, whereas Black Bush ($34), a blend with high malt content aged in both Bourbon and Sherry casks, offers a richer whiskey for the more developed malt drinker. All Bushmills marks are growing, including Bushmills Original ($24), which globally is our most popular variant. Our single malts grew the fastest in 2019, up 20%, as Irish single malts have become increasingly popular among older millennials, who are seeking out premium and super‐premium Irish whiskies.
SND: The Sexton is another single malt, and also at the premium end. How has that brand developed?
Otegui: In the two years since launching, The Sexton ($30) has focused on engaging the on-premise with a late-night food and drink party called “The Sexton Midnight Club.” That has contributed to strong double-digit growth rates and built the brand’s reputation as a discovery single malt, without the financial commitment. But it’s really positioned at the sweet spot, appealing to both experienced single malt whiskey drinkers with its rich, Sherry cask notes, and also people newer to Irish whiskey with its light, refreshing finish.
SND: Is any new product activity forthcoming from Proximo in Irish whiskey?
Otegui: We have incredible knowledge and expertise within our distillery team led by master distiller Colum Egan and master blender Helen Mulholland. We have an unparalleled stock of aged single malt whiskey, in almost every cask imaginable, and we’re excited to start releasing those whiskies in limited quantities to the American market later this year.
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