Proximo Spirits has lined up a replacement for its US & Canada region MD, Luis Fernando Félix Fernández.
Mauricio Vergara (below) will take over from Fernández on 1 July, the company confirmed today. Fernández “has decided to retire”, having been with the Cuervo group since 2001.
Proximo oversees the full Cuervo portfolio, including the namesake tequila brand, outside of Mexico.
Vergara has worked in the drinks industry since 1994, when he joined The Coca-Cola Co as a brand manager in Mexico. He moved into spirits in 2011 when he became Brown-Forman’s global marketing director for vodka.
Two years later, he switched to Bacardi, for whom he worked up until December. During his time there, he held the roles of CMO and CCO for North America, MD of Australia & New Zealand and most recently was president & COO for the Patrón tequila, D’Ussé cognac and Ilegal mezcal brands until he stepped down at the end of last year.
“(Fernández’s) 25-year tenure has been key in the company’s journey to becoming a global leader in the tequila category,” Cuervo said. “In recent times, he has also been instrumental in reinforcing Proximo’s US & Canada organisation to effectively address our challenges.
“Mr Vergara has spearheaded some of the world’s most profitable, iconic and legacy brands, driven global expansion strategies and launched innovations across major markets such as the US, Europe, Latin America, Asia Pacific and EMEA, while navigating complex industry, economic, and supply chain challenges.”
In results from the 12 months of 2024, announced in February, Proximo/Cuervo booked a near-3% slip in sales with the ‘US & Canada’ region declining by 2% on the year prior.
