Proximo Spirits teams Cuervo with NASCAR Last updated: 12/02/2026 at 9:38 AM By Intel Reporter 11 February 2026 2 Min Read ‘This new era gives us a powerful platform to help fans celebrate racing culture.’ SHARE Proximo Spirits has signed a marketing deal with NASCAR in the US for its parent company’s Cuervo tequila brand. The unit, which handles all operations outside of Mexico for its owner (which is also called Cuervo), has agreed a “multi-year partnership” with the motor racing competition organiser this month. The arrangement allows the Cuervo portfolio, which includes the Jose Cuervo line, to use the monikers ‘official tequila of NASCAR’, ‘official margarita of NASCAR’ and ‘official partner of NASCAR’. Financial details were not disclosed by Proximo or its parent, which is majority owned by the Beckmann family. Starting with the new season’s first meet, the Daytona 500, this Sunday (15 February), the tie-up will centre around Jose Cuervo Especial, Cuervo Tradicional and Devil’s Reserve, along with the Jose Cuervo Sparkling Cocktails RTD range. As well as on-site activity such as branded Cuervo bars and original digital content on NASCAR’s social media channels, the package will include collaborations between the two on “ responsible drinking initiatives and sustainability efforts aligned with both organisations’ corporate social responsibility goals”. “NASCAR represents one of the most passionate and loyal fanbases in sports,” said Proximo’s executive VP of marketing & innovation, Lander Otegui. “T his new era gives us a powerful platform to help fans celebrate racing culture before the race and at the track, while keeping the celebration going long after the checkered flag is waved.” Campari Group’s Cabo Wabo was the ‘official tequila of NASCAR’ back in 2023 , with the brand’s owner also announcing a multi-year agreement at the start of the year. How tequila can capture the consumer outside of North America – Category Intel TAGGED: Cuervo Jose Cuervo Proximo Spirits Previous Article Molson Coors Beverage Co revives Carling Black Label in UK Next Article AB InBev comes out ahead of Heineken for sales in 2025 – results data The Newsletter Sign up to receive our newsletter email The very latest news from across the world's beverage alcohol industry Cutting-edge intel from our in-depth category & market analyses, backed by benchmark industry data The best insight on your competitors from our interviews with the industry’s leaders Name This field is for validation purposes and should be left unchanged. First name Last name (Required) Company Name Email Sign up Follow on Social Linkedin Twitter
Curated by Taleb Kabbara · Source: drinks-intel.com