Proximo Spirits has spotlighted Mexican culture and “national pride” in the latest US marketing push for its Gran Centenario tequila brand.
The campaign, ‘Todo o nada’ (all or nothing), celebrates “Mexican greatness”, according to Proximo, which oversees the brand for parent company Cuervo. Two adverts, a 30- and an 80-second (below) version, will be aired on television in the US as well as social media and digital video channels.
“Mexican pride has always been Centenario Tequila’s north star,” said Proximo’s executive VP of marketing & innovation, Lander Otegui. “It’s a spirit woven into the fabric of nuestra cultura and reflected in moments of celebration, ambition, resilience and community across generations,”
The latest campaign follows the release of a series of soccer-themed activations for the brand ahead of the FIFA World Cup in North America, which kicks off on 11 June. These include last month’s tie-up with Mexican goalkeeper Memo Ochoa, inviting consumers to send in voice notes and videos that will be turned into a remix of folk song Cielito Lindo. The ‘Memos for Mexico’ remix will debut during the Mexican national team’s friendly against Australia on 30 May, during TV broadcasts, in stadiums and on social media.
Proximo also unveiled the ‘Tri-Nation Fútbol Reposado’ in April, a limited-edition expression aged in oak sourced from each of the three host nations – Canada, Mexico and the US. The 40%-ABV reposado carries an SRP of $37.99 per 70cl bottle.
Gran Centenario was named the ‘official tequila of the Mexican national team’ in 2020, after signing “a multi-year partnership” with the Mexican Fútbol Federation and Soccer United Marketing.
In the last three months of 2025, Proximo booked its weakest set of quarterly sales numbers (released in February), undoing Q3’s year-on-year improvement.
