Matusalem Goes To Proximo Spirits

[RobertBurr]

As of January 1, Matusalem (http://www.matusalem.com) in the US has been taken over by Proximo Spirits (http://www.proximospirits.com) of NY, a new venture that's recently acquired Three Olives Vodka (http://www.threeolives.com) from England, 1800 Tequila (http://www.1800tequila.com) and Gran Centenario Tequila. (http://www.grancentenario.com)

Press Release:

Proximo Spirits says it has purchased the UK-based Three Olives vodka brand from White Rock Distilleries. The brand is one of the fastest growing premium imported vodka brands in the US, the company said.

In addition to Three Olives, Proximo will welcome 1800 Tequila, Gran Centenario and Ron Matusalem Rum on January 1, 2008. Proximo gained the marketing rights to 1800 and Gran Centenario after the brand owner, Group Tequila Cuervo, did not renew its former deal with Skyy Spirits.

Proximo is a newly formed spirits company led by Michael Cheek and Mark Teasdale. Mark was the managing director of William Grant and Sons North America, while Michael was previously the president of Brown-Forman Spirits Worldwide.

[Rum Runner]

Robert. I know that White Rock is a distiller as well as an importer in Maine. Did Proximo buy only import/distributing rights? And was White Rock distilling and marketing said product under license?

[RobertBurr]

Robert. I know that White Rock is a distiller as well as an importer in Maine. Did Proximo buy only import/distributing rights? And was White Rock distilling and marketing said product under license?

I believe White Rock was importing Three Olives in bulk from England, bottling it in the US. They were not distilling it. It seems Proximo bought the rights to import, bottle and market the product in the US.

I am working with Proximo to promote Matusalem. If I get any more on that, I'll post it.

[Lew Barrett]

Good choice for them, fortunate for you. I like the Gran Reserva very much (the only one I've tried), and I'm really glad it's available locally here in Washington. A very nicely balanced product, all good flavors, no bad ones, it has a permanent slot here. It was the bottle I brought with me to our New Year's Eve party. I returned home empty handed. My table consumed the entire bottle that night.

[RobertBurr]

Matusalem Gran Reserva is one of my all-time favorites, for many of the same reasons you stated. I enjoy the rich, buttery caramel flavor. The history of the rum is intriguing also. Obviously, one of the greats from Cuba, then production moved to the Bahamas, then Dominican Republic. I'm hoping to learn more about the specifics of how and where this rum is made. Not long ago, the white and gold rums were upgraded and improved and a marketing campaign to gain them greater recognition had some success. They're all good rums.

Proximo is a new small shop, staffed with serious professionals. It could be that this group of heavy-hitters, with relatively low overhead, can kick their brands up a notch and bring them closer to the forefront of the top selling brands in the top 12 or so markets.

[Paulipbartender]

Rob you're scaring me with that picture. I'll have nightmares!

[RobertBurr]

Rob you're scaring me with that picture. I'll have nightmares!

Paul -- I think i have something in my eye...

[Tiare]

I think he wants to take a big bite from a drizzling rum cake..