In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter sit down with Lander Otegui, Executive Vice President of Marketing and Innovation at Proximo Spirits. With a portfolio that includes legendary brands like Jose Cuervo and Bushmills, Lander shares how Proximo balances centuries of heritage with bold decisions that shape the future of spirits.

He explains how private ownership enables long-term innovation, why tequila has uniquely expanded across price points and use cases, and how the brand manages storytelling on the digital shelf in an era of AI and misinformation. From pioneering new tequila subcategories to building a distillery in the heart of Manhattan, Lander reveals what it takes to stay relevant in a category rooted in tradition.

Key takeaways:

• Heritage drives relevance when paired with innovation. Proximo’s legacy brands succeed by staying true to their origins while evolving for modern consumers.
• Private ownership creates room for bolder moves. Without quarterly pressure, Proximo invests with a 200-year vision in mind.
• Digital discovery is powerful but complex. Tequila shoppers are navigating fragmented information across platforms, making clarity and truth essential for brand growth.

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