Agreement Expands Successful Relationship into Dynamic New Market
July 10, 2025 — Breakthru Beverage Group, one of the leading beverage distributors in the United States and the largest broker in Canada, representing a portfolio of premier wine, spirits, beer and non-alcoholic brands, and Proximo Spirits today announces a strategic distribution partnership in California. The agreement builds on their successful collaboration across Colorado, Missouri and Nevada, uniting Proximo’s globally recognized portfolio with Breakthru’s proven brand-building capabilities in one of the country’s most opportunity-rich markets.
“We’ve seen strong performance with Breakthru in other key markets and have been impressed by their investments into a strong commercial and operational infrastructure in California that will lead to long-term growth,” said Mauricio Vergara, President and CEO of Proximo Spirits. “Their insights-driven approach and commitment to execution are essential qualities in a market as competitive and complex as California. We’re excited to expand our partnership and unlock sustainable growth opportunities across the state.”
Proximo cited Breakthru’s strength in consumer insights and consistent track record of building brands across complex portfolios as key factors in expanding the partnership. With iconic names, such as Jose Cuervo and 1800 Tequila, as well as rising stars like Bushmills, Proper No. Twelve, and The Kraken, Proximo sought a strategic distributor partner with both scale and precision. Breakthru’s operational platform, advanced analytical tools, and experienced team are well-positioned to support the portfolio’s continued growth and market penetration across California.
“We’re thrilled to expand our partnership with Proximo Spirits in California, a market where we’re committed to long-term growth,” said Tom Bené, President and CEO of Breakthru Beverage Group. “Proximo’s portfolio includes some of the most well-respected and in-demand brands in the industry, particularly in tequila and premium whiskeys, and we are focused on delivering the strategic focus, market expertise, and operational strength needed to support their continued success.”
About Breakthru Beverage Group
Breakthru Beverage Group is one of the leading beverage wholesalers in the United States and the largest broker in Canada, representing a portfolio of premier spirits, wine, beer, and non-alcoholic brands. Breakthru is family-owned and operates in 16 markets with more than $8.6 billion in annual sales and a team of nearly 10,000 dedicated associates. The company delivers world-renowned beverage brands to the doorsteps of North America’s retail, convenience, bar, and restaurant businesses, and has been named a “U.S. Best Managed Company” for four years in a row. For more information, visit www.BreakthruBev.com.
About Proximo
Proximo is a global leader in crafting innovative, high-quality spirits that deliver excitement with every sip. Its diverse portfolio features some of the world’s most renowned brands, including the best-selling tequila, Jose Cuervo®, the most-awarded tequila, 1800® Tequila, Mexico’s top-selling premium tequila, Gran Centenario® Tequila, Bushmills® Irish Whiskey, Stranahan’s Rocky Mountain Single Malt Whiskey, The Kraken® Black Spiced Rum, TINCUP® American Whiskey, and Boodles® British Gin. www.proximospirits.com