Exclusive news and research on the wine, spirits and beer business

Proximo Enters Burgeoning Mezcal Segment With Creyente Brand

May 18, 2016

Proximo Spirits is moving into the small but fast-growing mezcal category with a new upscale brand, Creyente. Retailing at around $50 a 750-ml., the 80-proof mezcal is launching nationally, joining a Proximo portfolio that includes Jose Cuervo, 1800, The Kraken, Bushmills, Three Olives, Hangar One, Stranahan’s and Tin Cup, among other spirits brands. According to Proximo, Creyente is made in a style that is loyal to mezcal’s traditional smoky character while retaining a smooth profile. The liquid is a blend of two different 100% Espadin agave mezcals from Oaxaca—one from the Tlacolula region and one from Yautepec.

Creyente will compete against other mezcals such as William Grant & Sons’ Montelobos, Anchor Distilling’s Mezcal Amarás, Riviera Imports’ Tres Papalote, Davos Brands’ Sombra and Viejo Indecente among others. The new product is the second within a month for Proximo, which debuted Virginia Black Decadent American Whiskey—a collaboration with DeLeón Tequila founder Brent Hocking and rapper Drake—in recent weeks.

Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.

Tagged : , , , , , , , , , , , , , , , , , , ,

Get your first look at 2020 data and 2021 projections for the wine and spirits industries. Order your 2021 Impact Databank Reports. Click here.

Previous :  Next :