The company, which is responsible for parent company Cuervo’s spirits portfolio, has secured ‘official tequila partner’ status for its Gran Centenario tequila brand with the Confederación Sudamericana de Fútbol (Conmebol). The news, which builds on the brand’s ‘official tequila of the Mexican national team and leagues cup’ moniker, comes three weeks before the international tournament commences on 21 June.
As well as in-stadium displays and giveaways at all 32 matches of this year’s Copa América, Gran Centenario also plans to release limited-edition packaging in markets including the tournament’s host market, the US. Further details were not disclosed.
Gran Centenario’s Cristalino expression, which launched in the US in late 2022, carries an SRP of US$79.99. The full permanent portfolio comprises Gran Centenario Plata, Reposado, Añejo, and Leyenda (an extra añejo).
In the first quarter of this year, Proximo reported a 1% sales increase with the ‘US & Canada’ reporting region climbing 7.4% on the corresponding three months in 2023.
