Proximo Spirits’ Lander Otegui on Main with Legacy in a Quick-Altering World
On this episode of Courageous Commerce, Rachel Tipograph and Sarah Hofstetter sit down with Lander Otegui, government vp of promoting and innovation at Proximo Spirits.
With a portfolio that features legendary manufacturers like Jose Cuervo and Bushmills, Lander shares how Proximo balances centuries of heritage with daring selections that form the way forward for spirits.
He explains how non-public possession allows long-term innovation, why tequila has uniquely expanded throughout worth factors and use instances, and the way the model manages storytelling on the digital shelf within the period of AI and misinformation.
From pioneering new tequila subcategories to constructing a distillery within the coronary heart of Manhattan, Lander reveals what it takes to remain related in a class rooted in custom.
Key takeaways:
- Heritage drives relevance when paired with innovation. Proximo’s legacy manufacturers succeed by staying true to their origins whereas evolving for contemporary shoppers.
- Non-public possession creates room for bolder strikes. With out quarterly strain, Proximo invests with a 200-year imaginative and prescient in thoughts.
- Digital discovery is highly effective however advanced. Tequila consumers are navigating fragmented info throughout platforms, making readability and reality important for model development.
Rachel Tipograph
Rachel Tipograph is the founder and CEO of MikMak, an enterprise ecommerce advertising and marketing platform. She can also be the co-host of the Courageous Commerce podcast.
Sarah Hofstetter
Sarah Hofstetter is the Chairwoman of Profitero+ and co-host of the Courageous Commerce podcast.
