PROXIMO SPIRITS CHAMPIONScWITH GRAN CENTENARIO

Proximo Spirits has launched ‘Todo o nada’, a new US campaign for Gran Centenario tequila celebrating Mexican culture and national pride. Featuring two adverts across TV and digital platforms, the push builds on soccer-themed activations ahead of the FIFA World Cup, including a Memo Ochoa-led remix of folk song Cielito Lindo.  

Proximo Spirits is spotlighting Mexican heritage in its latest US marketing drive for Gran Centenario tequila, unveiling the campaign ‘Todo o nada’ (all or nothing). The initiative, described by the company as a celebration of “Mexican greatness”, includes two adverts — a 30-second and an 80-second cut — airing on television, social media, and digital video channels.  

“Mexican pride has always been Centenario Tequila’s north star,” said Lander Otegui, executive vice-president of marketing & innovation at Proximo. “It’s a spirit woven into the fabric of nuestra cultura and reflected in moments of celebration, ambition, resilience and community across generations.”  

The campaign follows a series of soccer-themed activations ahead of the FIFA World Cup in North America, which begins on 11 June. Last month, Gran Centenario partnered with Mexican goalkeeper Memo Ochoa on ‘Memos for Mexico’, inviting fans to submit voice notes and videos that will be remixed into the folk classic Cielito Lindo. The remix will debut during Mexico’s friendly against Australia on 30 May, broadcast on television, in stadiums, and across social media.  

In April, Proximo also introduced the ‘Tri-Nation Fútbol Reposado’, a limited-edition tequila aged in oak sourced from Canada, Mexico, and the US — the three host nations of the tournament. Bottled at 40% ABV, the reposado carries a suggested retail price of $37.99 per 70cl.  

By weaving together cultural pride, football fandom, and limited-edition innovation, Proximo is positioning Gran Centenario as both a symbol of heritage and a contemporary player in the global tequila market.