Exclusive: Mauricio Vergara Named CEO Of Proximo Spirits
Industry veteran Mauricio Vergara has been appointed CEO of Grupo Cuervo’s Proximo Spirits, effective July 1. He succeeds Luis Felix, who has led Proximo since 2021 and is retiring after a 25-year career with Grupo Cuervo. Proximo ranks as the eighth-largest spirits player in the U.S. in volume terms, according to Impact Databank.
Vergara will be based at Proximo Spirits’ headquarters in Jersey City, New Jersey. He brings over 30 years of experience in the beverage industry, with the last 25 years dedicated to the beer and spirits categories.
Vergara is a veteran of Bacardi, where he served from 2013 up through last year, most recently serving as president and COO of Patrón Tequila, D’Ussé Cognac, and Ilegal Mezcal. During his tenure with Bacardi he also led the flagship rum and Grey Goose vodka brands, among other roles. Prior to joining Bacardi he spent time in the Brown-Forman, SABMiller, and Coca-Cola organizations.
During his career, Vergara “has spearheaded some of the world’s most profitable, iconic, and legacy brands, driving global expansion strategies and launching innovations across major markets, including the U.S., Europe, Latin America, Asia Pacific, and EMEA, while navigating complex industry, economic, and supply chain challenges,” the company said in a statement to SND, adding that he will collaborate closely with Juan Domingo Beckmann, chairman and CEO of Becle (Cuervo), to accelerate growth across the portfolio.
Vergara takes the helm at Proximo amid turbulent times in the drinks market. According to Impact Databank, Proximo’s market-leading Jose Cuervo Tequila dipped 2% to 4.92 million cases in the U.S. last year, while 1800 was down 2.6% to 2 million cases. But the company saw growth at the higher end, with Gran Centenario up 12% to 271,000 cases and Gran Coramino rising 30% to 90,000 cases. In mezcal, 400 Conejos was up 38% to 70,000 cases. The company’s Tequila-based cocktails dragged down volume last year, with Jose Cuervo Margaritas and 1800 Ultimate Margarita both declining by double-digits.
Globally, Grupo Cuervo saw net sales slip 3% to $2.2 billion organically at constant currency last year on volume down 6% to 25 million cases. EBITDA was up 17% to $436 million, however, boosted by higher margins. The company attributed the volume decrease to its RTD labels, noting that “market saturation and competition from smaller-format presentations” created challenges, especially in the U.S. and Canada. Cuervo’s U.S. and Canada region was down 2% on a like-for-like basis at constant currency to $1.23 billion for the full year on a 4% volume decline to 14.3 million cases.—Daniel Marsteller
| Proximo Spirits—Key Brands in the U.S. (thousands of 9-liter case depletions) |
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| Brand | Type | 2023 | 2024 | Percent Change1 |
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|---|---|---|---|---|---|---|
| Jose Cuervo | Tequila | 5,020 | 4,920 | -2.0% | ||
| Jose Cuervo Margaritas | Pre-Mixed Cocktail | 2,570 | 2,275 | -11.5% | ||
| 1800 | Tequila | 2,100 | 2,045 | -2.6% | ||
| 1800 Ultimate Margarita | Pre-Mixed Cocktail | 1,035 | 860 | -17.0% | ||
| Pendleton | Canadian Whisky | 522 | 506 | -3.0% | ||
| The Kraken | Imported Rum | 378 | 340 | -10.0% | ||
| Gran Centenario | Tequila | 242 | 271 | 12.0% | ||
| Proper No. 12 | Irish Whiskey | 309 | 269 | -13.0% | ||
| Bushmills | Irish Whiskey | 185 | 170 | -8.5% | ||
| Maestro Dobel | Tequila | 131 | 129 | -2.0% | ||
| Gran Coramino | Tequila | 79 | 90 | 29.5% | ||
| 400 Conejos | Mezcal | 51 | 70 | 37.5% | ||
| Total Key Brands2 | 12,613 | 11,944 | -5.3% | |||
| 1 Based on unrounded data. 2 Addition of columns may not agree due to rounding. Source: IMPACT DATABANK © 2025 |
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Tagged : 1800, Cuervo, Gran Centenario, Pendleton, Proximo
