For more than 250 years and 11 generations, the family behind Proximo Spirits has built a tequila portfolio grounded in tradition and driven by innovation. The release of its prestige range reflects the premiumisation trend, with bartenders at the forefront of educating customers, sharing the stories that convey its heritage, and celebrating the craftmanship that continues in the family. At the pinnacle of this portfolio is 1800 Milenio – voted the world’s best tequila – a testament to the dedication, refinement, and excellence that defines the company.
Around the table (l-r): Eduardo Conde, El Primo Sanchez, Alex Boon from Pearl Diver, Daniela Leal from Brujas, Mexico City, Hunter Gregory, Maybe Sammy, Leah Dunnigan from Savile Row, Gina Barbachano from Hanky Panky, Mexico City, and Proximo national brand ambassador, Loy Catada.
Words by Kim Berry
Photography by Christopher Pearce
With prestige tequila’s continued market growth, the Australian bar industry is well positioned to grab the opportunity to engage consumers and drive its popularity across the country. So, when Proximo Spirits convened some of the world’s most acclaimed bartenders in Sydney to sample its prestige tequila portfolio, it wasn’t just about sipping rare spirits.
Proximo’s national brand ambassador, Loy Catada, led a discussion exploring what they are seeing in their bars, how they are connecting and encouraging customers to explore more premium and prestige tequilas, and the vital role of storytelling around when it comes to sharing tequila’s heritage and reputation.
Granted the first license to distil tequila in 1795, Proximo now produces nearly 29 per cent of the world’s output – more than the next three competitors combined. And according to IWSR, prestige tequila is growing faster than other tequila categories and expected to grow around twice as fast as whisky until 2027.
Prestige Power – six of Proximo’s top tequilas were on the table.
With growth comes potential – along with more people being interested in premium spirits, tequila now outsells gin in the on premise and is attracting new interest from a younger demographic.
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Key anchor brands like Jose Cuervo and 1800 give consumers a launch pad into exploring the category, while its Appellation of Origin creates a sense of irrefutable provenance, incorporating the age, origin, technique, and flavour of the tequila – product attributes given greater weight by younger audiences.
Catada says conveying the authenticity of a prestige tequila is also crucial for attracting new consumers.
“Prestige tequila isn’t just about ageing. It’s about authenticity, heritage, craftsmanship – and terroir,” Catada says.
One of the panel, co-owner and general manager of Hanky Panky in Mexico City, Gina Barbachano, says, “When someone comes in and asks for a tequila, it triggers several questions in your mind – is it for a shot or to sip, do they drink cognac or whisky and if so, what type. From there you can start making suggestions and help them gain a better understanding of what is available, what they like and pricing.”
Start with world’s best
Catada started the session with a tequila he says not only challenges preconceived notions of tequila but was crowned World’s Best Tequila by IWSC in 2024 – the 1800 Milenio.
Aged for 40 months in new American and French oak barrels and finished in ex-cognac casks, Catada says it shows the best ageing and refinement of tequila on the market.
“Its complex notes of vanilla, oak, and fresh red apple show tequila can be as sophisticated as any fine cognac or whisky. It is made in one place, from our own agave, using our own cooperage,” Catada says.
“It’s easier to sell something that you know”, a sentiment shared by (l-r) Leah Dunnigan from Brisbane’s Savile Row and Alex Boon from Melbourne’s Pearl Diver.
The response from the room was unanimous, Milenio was a sipping tequila that invited comparison to the finest cognacs or Speyside whisky.
Next on the table was the 1800 Guachimonton, an aged tequila with a number of unique features. Produced from a single estate on the lowlands of Jalisco, it is aged in brand new American and French barrels, then blended and finished in orange liqueur barrels.
“What you are tasting is heritage, history, and authenticity,” Catada says.
Maybe Sammy bar manager, Hunter Gregory tells the room, “I’m going to call it. As soon as people know about this and taste it, it is going to fly. People will just want this.”
For Sydney’s El Primo Sanchez managing director, Eduardo Conde, introducing prestige tequilas – or those with unexpected flavour profiles – to consumers is a chain of information that starts at the bar.
“Selling a premium spirit starts with us by explaining why – its rarity, the time it has taken to produce, the care in growing and sourcing ingredients – then using the two minutes of interaction we have to share that. It is a big challenge to change people’s opinions, but it is so awesome when you do,” Conde says.
He adds that the venue also plays an important role. “It can give customers the confidence to ask and try new things. When the environment doesn’t feel intimidating, people feel more comfortable to ask, what do you suggest.”
You need to create an atmosphere that makes people want to spend. It’s about storytelling, setting, and service. (Eduardo Conde, El Primo Sanchez)
Well-kept secret is out
The Reserva de la Familia (RDLF) label was created as a tribute to Jose Cuervo and to celebrate the 200th anniversary of the oldest tequila house in the world. The range is steeped in history, aged underground, and bottled in hand-blown glass with hand-applied labels.
Catada explained that prior to the release, the reserves were a well-kept family secret, housed in the Cuervo family’s private cellar, deep under the La Rojeña distillery in Tequila. It also marked the world’s first extra añejo variety.
The group agrees that such premium spirits need to be introduced to a consumer by someone who can guide them through the experience to build long-term appreciation rather than short-term sales.
Melbourne’s Pearl Diver co-owner, Alex Boon, says, “It’s easier to sell something that you know – we have to be educated as well. How can you explain the quality and flavour of a product if you haven’t tried it. Knowing the products also makes it easier to read the customer.”
Bar manager at Brisbane’s Savile Row, Leah Dunnigan, echoes this, “The enjoyment of selling a premium option is sharing the story behind it and building rapport with the customer.”
A fount of knowledge – Proximo national brand ambassador, Loy Catada.
The maestro
The final pours are the Maestro Dobel 50 Cristalino, a blend of extra añejo and añejo tequilas, charcoal filtered for clarity. Developed by Jose Cuervo CEO Juan Domingo Beckmann, Cristalino tequilas have birthed a whole new subcategory.
“It’s the best of both worlds, in that if you want something a bit more approachable than a dark aged spirit, the Cristalino is a great alternative neat or in a cocktail. People also appreciate it because it’s new and unique,” Conde says.
The grand finale was the Maestro Dobel 1973 Anniversary Series – only 55 bottles exist in Australia. Aged seven years and finished in Pedro Ximénez sherry barrels, it represents the pinnacle of Proximo’s prestige craft.
For Proximo Spirits, this roundtable was more than a tasting. It was a call to champion heritage, honour craftsmanship, and empower bartenders to be educators and storytellers.
Proximo Spirits are now taking expressions of interest on their Prestige Tequila portfolio. Please reach out to your Proximo Spirits representative or [email protected]
Daunting but doable – the tasting table.
When someone comes in and asks for a tequila, it triggers several questions in your mind – is it for a shot or to sip, do they drink cognac or whisky and if so, what type. From there you can start making suggestions and help them gain a better understanding of what is available, what they like and pricing.
The joy of prestige tequila – Gina Barbachano from Mexico City’s Hanky Panky.
Selling a premium spirit starts with us by explaining why – its rarity, the time it has taken to produce, the care in growing and sourcing ingredients – then using the two minutes of interaction we have to share that. It is a big challenge to change people’s opinions, but it is so awesome when you do.
