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A new travel retail division will manage the Casa Cuervo range in the channel |
Casa Cuervo, owner of leading tequila brand Jose Cuervo and the Proximo Spirits range, is to combine its travel retail operations under the newly created business division Jose Cuervo Global Travel Retail. The business will begin operations in early 2015 and will be led by David Phelan.
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David Phelan: New venture for the experienced drinks executive |
The division will integrate travel retail operations in the Americas, EMEA and Asia Pacific to bring a more coordinated strategy for global travel retail consumers, said the company. The business will also invest in activity and programming of the core brands “to enable execution of travel retail exclusives, unique packaging, value added promotions and interesting brand experiences”, it added.
Casa Cuervo CEO Juan Domingo Beckmann said: “As the world’s number one tequila, Jose Cuervo has always held a strong position in travel retail and enjoyed success over recent years with our regional teams. We are excited to significantly increase our focus and investment in this key sector by setting up a dedicated business unit run by quality industry experts. The Jose Cuervo Global Travel Retail team will lead a coordinated global strategy for Jose Cuervo and a growing portfolio of innovative brands, bringing global travel retail and innovation expertise.”
Phelan brings a wide range of experience to the business, from his beginnings in travel retail with C&C International to Diageo USA where he led the travel retail division. He has also led a number of new brand initiatives in the drinks industry.
Phelan said: “The Casa Cuervo and Proximo Spirits teams have had much success in the sector and I am delighted to be engaging closely with their travel retail partners to coordinate strategies on a global basis. I believe this is a great opportunity to deliver on the significant potential for the Casa Cuervo and Proximo Spirits brands.”
Proximo Spirits is the company behind premium spirits brands The Kraken black spiced rum, Three Olives vodka, Boodles gin and Tincup whiskey.
