TRBusiness spoke with Patrick Lynch, Trade Marketing Manager EMEA APAC, at about Proximo’s 2024 to date and its vision for the growth of its tequila and whisky brands in GTR, as Lynch detailed its vision for regional growth in APAC, and enhancing the visibility of tequila within the drinks category.

“We’ve had another successful year, waited for a long time for tequila to come into its own, particularly in this part of the world [Europe]. We are a tequila business first and foremost and we’ve seen real growth and premiumisation in the category,” said Patrick Lynch, Trade Marketing Manager EMEA APAC for Proximo Spirits.

Lynch also highlighted Proximo’s World of Tequila education programme, which takes consumers through a journey of personal preferences, the different types of tequila and mezcals, and the stories, processes and heritage which make the spirit what it is today.

He said: “It’s a growing category, but it’s getting very congested, and everyone’s looking for a way to cut through. In the past 12 months we’ve pivoted our World of Tequila education programme to educate consumers, and the programme allows us to talk about not only our brands, but tequila itself.”

Lynch also highlighted Proximo’s World of Tequila education programme, which takes consumers through a journey of personal preferences, the different types of tequila and mezcals, and the stories, processes and heritage which make the spirit what it is today.

“Now we’re really ready with the 1800 brand, we have good distribution we’re pushing forward with some bigger and better activations next year,” noted Lynch.

Lynch spoke the re-emergence of Irish whisky, and the importance of its Bushmills brand to its plans for the category. Since brand owners Casa Cuervo released the first Bushmills TREX – The Steamship Collection – into GTR, the range has grown significantly: “We now have a full travel retail range for Bushmills, which is unique in the category, to have such a range exclusive to the channel.

“With Bushmills we have the world’s oldest licensed whisky distillery…it forms a big part of our communication strategy; all our activations are underscored with ‘Pursuing perfection since 1608’ and particularly as we’ve moved into new markets in APAC over the past year, those consumers need a reason to believe. It’s a rational message, but it’s a very good one.”

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