News Briefs for May 1, 2025
•Proximo Spirits has launched the first U.S. ad campaign for Gran Centenario Tequila, titled “Don’t Be a Gringo.” The campaign, which launches ahead of this year’s Cinco de Mayo, will run on social and online platforms, as well as on TV and through in-person activations. The brand will host “Rápido Gringo Tests” in New York City and Chicago on May 3 and the campaign will run through 2025. Last year, Gran Centenario was up 12% to 271,000 cases in the U.S., according to Impact Databank.
•A variety of new Scotch and Irish whisky releases are hitting the market, including newcomers from Ledaig, Oban, Midleton, Dingle, and Natterjack. The recently released whiskies from across the pond include some annual editions and new expressions to explore. Whisky Advocate has all the details.
•Tequila brand Bandero, created by Patrón founder John Paul DeJoria, has expanded into Illinois, Nevada, and North Carolina, bringing its total distribution footprint to eight states. The brand has two releases, a Blanco Tequila made from agave grown in the highlands of Jalisco and bottled at 40% abv, and Bandero Café, a 35% abv Tequila and coffee liqueur. Bandero “fills a key gap in the market, offering an approachable yet elevated sipping experience at under $50,” according to the company, which says sales are currently up by 50% against last year.
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Tagged : Bandero, Gran Centaenario, Proximo, Whisky Advocate
