Proximo Spirits Australia is delighted to announce Loy Catada as the newly appointed National Spirits Specialist. Loy joins the recently established On-Premise Team, bringing over 25 years of rich experience as an internationally acclaimed ambassador developing training and education programs for the hospitality industry, establishing brand partnershipsand leading spirits advocacy programs.
“I’m incredibly excited to be joining Proximo because it represents a unique opportunity to work with a portfolio of world-class premium spirits brands that share almost 1,000 years of history between them. Proximo’s commitment to quality, innovation, and of course heritage aligns perfectly with my passion for the drinks industry. Additionally, Proximo’s vision of building strong, lasting connections within the industry is something I am eager to contribute to and expand upon. Supporting the bartending community is a core part of this mission, and I’m thrilled to help elevate the experience for both the on-trade and consumers alike,” said Loy Catada.
Loy’s extensive experience in the industry has given him a deep appreciation for the nature of the drinks industry. “The drinks industry is dynamic, creative, and constantly evolving, which keeps things exciting and challenging. What I love most about it is the sense of community and the opportunity to bring people together over shared moments. It is in venues where the magic happens – where brands come to life, and customers form lasting impressions. Whether it’s through a perfectly crafted cocktail, recommendation by a skilled bartender, or a memorable night out with friends, the hospitality industry is essential for building brand loyalty and creating unforgettable experiences. Working closely and supporting the on-trade, especially during challenging times, is essential. I believe in empowering bartenders and bar owners with the knowledge and tools they need to succeed, ensuring they can deliver exceptional service and continue to thrive,” he added.
Loy is particularly enthusiastic about working with Proximo’s distinguished portfolio of brands to develop best in class drinks programs. “I’m looking forward to working with all the brands in Proximo’s impressive portfolio, but there are a few that particularly stand out for me. Our extensive category leading Tequila Portfolio: from the world’s #1 tequila Jose Cuervo to the fastest growing world spirit in 1800 Tequila through to the super premiumMaestro Dobel, will continue to drive the category by education and innovation, helping bartenders and customers navigate through the wonderful world of tequila with its rich history and status. Tequila has such a fascinating heritage and so much potential for creative expression in cocktails.
Bushmills Irish Whiskey is another brand I’m eager to champion, given its celebrated history from the world’s oldest licenced whiskey distillery and the growing interest in premium whiskey. And of course, we have The Kraken Black Spiced Rum which has experienced exceptional growth over the last 10 years, offering a bold and adventurous spirit thatcontinues to resonate with a wide audience. Each of these brands has its own unique story and character, and I can’t wait to help share those stories and create new experiences for our customers.
I’m thrilled to celebrate The House of Angostura’s Bicentenary in 2024 with the relaunch of our Advocacy program. This exciting year will kick off with the Angostura Global Cocktail Challenge, where we’ll engage with the vibrant bartending community and search for Australia’s next generation of champion mixologists..”
About Proximo Spirits Australia: Proximo Spirits is a global innovator of quality spirits, creating excitement with every sip. Our premium portfolio includes renowned brands such as Jose Cuervo, 1800 Tequila, Bushmills Irish Whiskey, The Kraken Spiced Rum, and many more. With a commitment to quality, craftsmanship, and innovation, Proximo is dedicated to building a leading presence in the spirits industry.
Proximo Spirits is excited to announce the implementation of the new On-Premise Team, led by Lionel Branch it is a strategic initiative aimed at expanding the Proximo portfolio across Australia. Joining Loy, this dedicated team will focus on fostering growth through targeted engagement with bars, restaurants, pubs, and various other hospitality venues nationwide. By building strong partnerships and providing tailored support, this team will enhance brand presence and drive sales across key markets. Their efforts will ensure that consumers have increased access to Proximo’s diverse range of premium spirits, enhancing the brand’s visibility and market penetration in the vibrant Australian on-premise sector.