Latest news with #LanderOtegui
Forbes
17-06-2025
- Business
- Forbes
Why Proper No. Twelve Released A 13-Year-Old Single Malt
Proper No. Twelve 13-year-old single malt. The bottle indicates it is Limited Release No. 01, hinting at future limited releases by the popular Irish whiskey brand. Anna Dave / Proper No. Twelve The original Proper No. Twelve Irish Whiskey was released seven years ago. A triple-distilled blended whiskey with an approachable flavor profile and a retail price around $25 per 750ml bottle, Proper No. Twelve has rapidly grown in popularity. 'Proper No. Twelve hits a sweet spot for consumers trading up from mainstream brown spirits,' said Lander Otegui, executive vice-president of innovation and marketing at Proximo Spirits, via email. Proximo Spirits owns Proper No. Twelve. Building on that success, Proper No. Twelve launched Proper No. Twelve Irish Apple in February 2023, an effort to bring the brand to a new audience outside of the usual Irish whiskey category. But for the first time, Proper No. Twelve is offering a limited-release, age-statement, single malt, taking the brand in yet another direction and pleasing another new audience. 'Proper No. Twelve Irish Apple allowed us to build on our presence in the shot occasion, introducing us to a new audience and challenging brands outside of the traditional Irish whiskey category, which has typically owned this occasion,' said Otegui. 'But the beauty with Irish whiskey, and the distillery where Proper No. Twelve is made, is our ability to create both blends and single malt whiskies. Proper No. Twelve original is a blend of both, so it was only natural for us to explore a single malt only option as a way to deliver a premium product for our loyal fans,' said Otegui. 'The introduction of the Proper No. Twelve 13-Year-Old Single Malt, the brand's first-ever limited release, marks our transition into the aged-and-craft segment and solidifying our position as the Irish whiskey category challenger.' The new release, now available for a limited time in Florida, Georgia, Illinois, Tennessee, Texas and Arizona at a suggested retail price of $59.99, is bottled at 86 proof to emphasize its more robust character. It is triple-distilled and is a vatting of American oak, first-fill bourbon barrels and European oak, second-fill ruby port barrels. Not surprisingly, Proper No. Twelve 13-Year-Old Single Malt has a darker color and a slightly sweeter flavor than original Proper No. Twelve, the result of using malt barley and of the second-fill port barrels. Yet, it is, as advertised and in keeping with the Proper No. Twelve brand, very clean, simple and approachable. 'Proper No. Twelve 13-Year-Old Single Malt is definitely a more refined expression, but it still reflects the foundation of the brand's liquid profile— bold, accessible, and built for those who appreciate character,' said Otegui. 'It is a great introduction to the brand for those whiskey drinkers who are looking for an approachable age-statement single malt, while still appealing to long-time fans of Proper No. Twelve. Said another way; it has the credentials to recruit seasoned whiskey drinkers, but also the familiarity to endear those who typically stick to the expressions that dominate the category.' What does this first limited release, first age-statement whiskey and first single-malt release mean for the future of Proper No. Twelve? 'We feel it sets the tone for where this brand is going as it continues to challenge the expectations of the Irish whiskey category,' said Otegui.
Black America Web
06-05-2025
- Entertainment
- Black America Web
Gran Centenario Launches Don't Be A Gringo Campaign
Black America Web Featured Video CLOSE Gran Centenario, founded in 1857 by Lazaro Gallardo, considered to be the first Tequila Master Distiller ever, is now one of the leading brands in the world. At the top of the month, Gran Centenario launched its new, yearlong 'Don't Be A Gringo,' which aims to help educate others about Mexico's rich heritage and move away from longheld stereotypes. Crafted in the Highlands of Jalisco state in Mexico, Gran Centenario offers five expressions of its award-winning tequila: Plata, Reposado, Anejo, Cristalino, Leyenda, and Gallardo. For the brand's 'Don't Be A Gringo' campaign, pop-up events in Chicago New York was recently hailed featuring the Rápido Gringo Test aimed at helping others 'Ungringo their Cinco' by testing them on Mexcican knowledge, pronunciation of Spanish words, and more. With Cinco de Mayo upon us, bars across the United States will be united in revelry, celebrating the Mexican holiday. In Mexico, Cinco de Mayo is a very regional holiday with celebrations occurring in Puebla to celebrate the Mexican military's victory in 1862 over the French forces. How things are done in the States centers the holiday around celebrating Mexican food and culture, although some stereotypical tropes, such as sombreros, still persist. For those who want to take the Rápido Gringo Test, head on over to Gran Centenario's website to test your knowledge. After taking the test, that is, if you gain a passing grade, you'll receive a code to try out some tequila goodness for yourself. The brand is also offering a $5 rebate for those who pick up a bottle of Gran Centenario. There are also some fantastic cocktails to check out. 'As México's #1 tequila and a proud Mexican family-owned brand, Gran Centenario is rooted in Mexican culture. That's why we're launching 'Don't Be A Gringo' and inviting everyone to toss out their Gringo tequila and embrace the real deal,' said Lander Otegui, EVP of Marketing and Innovation, Proximo Spirits. 'This isn't just about what's in your glass – it's about celebrating the true essence of México. So, grab a glass of Gran Centenario, say adiós to Gringo habits, and celebrate the way we do in México—with authenticity, pride, and of course, the tequila México drinks!' Learn more about the 'Don't Be A Gringo' campaign by clicking here. — Photo: Source: Gran Centenario SEE ALSO Gran Centenario Launches Don't Be A Gringo Campaign was originally published on
