Mauricio Vergara has been appointed CEO of Grupo Cuervo’s Proximo Spirits, effective July 1. Proximo oversees the full Cuervo portfolio, including the namesake tequila brand, outside of Mexico. A 25-year beer and spirits industry veteran, he succeeds Luis Felix, who has led Proximo since 2021 and is retiring after a 25-year career with the company. Vergara is a veteran of Bacardi from 2013 to 2024, most recently serving as President and COO of Patrón Tequila, D’Ussé Cognac and Ilegal Mezcal. Prior to joining Bacardi, he held roles with Brown-Forman, SABMiller and Coca-Cola, among companies. He will be based at Proximo Spirits’ headquarters in Jersey City, New Jersey.