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Proximo Backs Cuervo Tradicional With TV Push, Shifts Hangar 1 To New Distillery

April 30, 2014

Jose Cuervo’s 100%-agave Tradicional line is getting fresh TV advertising highlighting the Cuervo family’s 219-year history of Tequila making. The new ads, coinciding with Cinco de Mayo and created by McCann, run under the tagline “History in a bottle,” and feature signature moments in Cuervo’s history as depicted in dioramas placed within Tequila bottles. Cuervo joined the Proximo Spirits portfolio in the U.S. last summer, parting ways with Diageo. The brand’s U.S. depletions slipped 4% to 3.3 million cases last year, according to Impact Databank.

In other Proximo news, the company’s Hangar 1 vodka is moving production to a new distillery at the Alameda Naval Station in Alameda, California. The 32,500-square-foot space features a 500-gallon still. The distillery is expected to be fully functional by this summer, with a tasting room slated to open in 2015. St. George Spirits, from which Proximo acquired Hangar 1 in 2010, has been producing the brand since.

Concurrent with the move, Hangar 1 has named Caley Shoemaker as its new head distiller. Shoemaker joins Hangar 1 from Stranahan’s Colorado Whiskey, also part of the Proximo portfolio. Hangar 1’s vodka range includes its original, Mandarin Blossom, Buddha’s Hand Citron and Kaffir Lime expressions.

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