As brand advocacy manager, Gabriela Moncada Peña (pictured) will be responsible for educating both the off- and on-trade on Jose Cuervo, its strong family heritage and the different tequilas within the portfolio.
It follows the launch of Proximo Spirits UK in July to distribute a range of spirits brands including Jose Cuervo, formally handled by Diageo until the end of June this year. Other spirits in the portfolio include Boodles Gin, The Kraken Black Spiced Rum, Hangar One vodkas and Three Olives vodkas.
With a passion for tequila, Gaby has over 10 years’ experience in the bar and drinks industry in the UK, previously working as a bartender at The Beaufort Bar at The Savoy in London.
As part of her job at the bar, she organised cocktail master classes demonstrating how to achieve the perfect serve, developed the signature cocktail menu and trained staff.
Gaby is originally from Jalisco, the heart of the tequila industry and the home of Jose Cuervo. The range includes the core mixto as well as the premium 100 per cent agave Tradicional. The distillery’s other 100 per cent agave tequilas are Gran Centerario, Maestro Doble and 1800.
Dave Steward, managing director of Proximo Spirits UK, said: “It is great to have Gaby on our team. Her Mexican heritage is the perfect fit for this unique role. Jose Cuervo is a premium tequila and, with Gaby at the helm, we look forward to reintroducing these qualities of the brand to UK consumers.”
Gaby added that the new role was “a dream come true”, adding: “Tequila is in my blood. It’s my favourite spirit and I am keen to raise awareness about its unique qualities, how it can be drunk and most importantly the origins and strong family heritage.”
Dave Steward, who was formerly at premium spirits distributor Marblehead Brand Development, has been joined by Rob Curteis as head of marketing, responsible for brand strategy and implementing marketing activity across the Proximo Spirits UK portfolio.
Rob has over 10 years of marketing experience working both brand and agency side. He was previously global marketing manager at Glenfiddich where he was responsible for rejuvenating the offer, which included implementing the “One Day You Will” and “World’s Most Awarded” campaigns and the creation of the “Cask of Dreams”. Curteis was led strategic brand development in overseas markets including the USA, Canada, Latin America, Middle East, Africa and Russia.
Dave said: “His wealth of experience in developing brands and implementing effective strategies to provide a greater affinity between brands and consumers will be paramount in our development.”
Rob added: ‘This is a really exciting new challenge and I am looking forward to bringing my past experience and knowledge into this role in order to establish Proximo as one of the leading spirits brand builders in the UK.”